Valentine Roche | Crafting Stories Across Cultures: The Multicultural Perspective of an Awards Director

Having lived in several countries, such as Ecuador and Vanuatu, how have these experiences shaped your creative perspective in advertising? 

V: Experiencing different lifestyles, values and communication styles while growing up in seven countries has profoundly shaped my perspective. They have exposed me to diverse cultures and ways of thinking and, as a result, made me highly adaptable within the workplace. My parents taught me that being adaptable was the highest personal quality someone could have. My multicultural background allows me to approach advertising with a broader worldview, infusing campaigns with global sensitivity and cultural depth. It also helps me connect with a wider audience and identify universal themes that resonate across borders.

 How did the transition from your consulting experience at McKinsey & Company influence your approach to managing creative campaigns and award submissions?

V: My consulting experience instilled a methodical, strategic approach to problem-solving. The emphasis on data, structured thinking, and client management from my consulting days helps me ensure every creative award submission is backed by relevant insights to show how impactful the campaign was and align with clear objectives while maintaining the high standards needed for award-winning work.

 Since moving to the US in 2019, you’ve contributed to campaigns that have collectively won over 50 awards. What have been the factors in succeeding across different regions? 

V: Key factors: the quality of the local creative teams and the clear objective from the local agency to win awards. It takes resources, time and money to make that happen, but it all starts with how far the agency is willing to invest in awards. Only then can I be effective in helping with the creative campaign chosen for award submission. 

Awards are a team effort. Many key people are involved. The Chief Creative Officer’s vision and project selection are also crucial. My ability is to adapt global creative standards to local contexts while ensuring campaigns remain universally resonant is vital. The judges reviewing the submissions are from all over the world so submissions need to share the local context of the campaign for a broader audience.

How has your collaborative approach evolved, having worked with top creative leaders across Latin and North America?

V: Having worked in three languages and four countries, I adapted quickly to the local agency style. This has taught me the importance of flexibility and openness in the creative process. Fostering trust and maintaining clear communications are essential in aligning visions across different teams. My approach has evolved to be more inclusive and harness each team member’s unique strengths to create award-winning work.

 What differences are there in how campaigns are crafted and received across regions?

Latin America often has a strong emotional and human-centered approach to storytelling, where narratives reflect local culture, resilience, and shared community values. US campaigns tend to focus more on innovation and broader commercial objectives. However, both regions share a growing trend towards purpose-driven work that addresses global challenges, such as sustainability and social justice. The difference lies in how these messages are crafted and tailored to resonate within the regional cultural context.

 As an Awards Director, you’ve been involved in impactful campaigns with social and environmental significance. How do you choose which causes to champion? 

V: The Chief Creative Officer is in charge of choosing the ideas that will see the light. Choosing pro-bono creative projects can be very beneficial as they usually allow greater creative freedom while helping a cause that can make a difference in people’s lives or environments. Judges want to see the impact of the work. I believe in the power of advertising to effect positive change. These campaigns allow me to merge creativity with purpose, ensuring our work makes a tangible impact.

Staybl, the app designed for people living with Parkinson’s disease, won 4 Cannes Lions and numerous other awards. What was the most challenging aspect of bringing such an impactful project to life?

V: The most challenging aspect was having two agencies working hand in hand to develop and execute the campaign. The New York agency developed the app and the German agency within the same network came up with the creative concept. Not to mention finding the right balance between the app’s technical aspect and the emotional connection it needed to connect with users and judges. The creation of the video case study, a 2-minute video summarizing the work for judges to review, was a vital component in winning. Many people were involved in its production and conception.

We had to ensure the app addressed a real need for people with Parkinson’s and conveyed a sense of hope and empowerment. The emotional impact and the project’s innovative approach resonated with award judges.

V: On the artistic short film You Don’t Know The Half Of It, which shed light on the correlation between mental health and substance abuse, what was your input?

I didn’t work on the actual project but helped with the award-related topics. The creative team behind this amazing film leveraged artistic storytelling and striking visuals to make the campaign compelling and emotionally resonant. We quickly saw good results in award shows, so we entered all the local and international award shows. It’s a clear example of how a simple idea beautifully executed to collect funds for a local pro-bono organization can impact people worldwide. The Issue Within the Issue campaign for the Ali Forney Center utilized a 22-page advertorial in The New York Magazine.

What were the unique creative challenges in designing such a long-form campaign? Was there a moment that shaped its direction?

V: We structured the content to unfold like a story, with varying visual elements and a clear narrative arc that guided readers from start to finish. All those involved, from artists and creative leaders to editorial experts, believed in the project and gave their best to make it happen. One moment that shaped the campaign’s direction was the realization that its true power lay in the personal stories of the LGBTQ+ homeless youth, who ultimately became its focal point.

Managing over 250 entries annually and a $900K budget is impressive. How do you balance budget management, timelines and demands in crafting award-winning campaigns?

V: Keeping track of the budget is vital. The CCO reviews and approves the budget allocation for each award show submission and video case study production costs. Then, for every set of submissions, I share a recommended budget and a limit to how many entries we can submit within this budget. Category selection is critical: choosing which categories to enter a campaign into award shows is a big deal. Different judges work on different categories. Aiming for the best fit can make a massive difference in our potential to win. Knowing the entry requirements for each award show is the basis for a smooth submission process. Clear communication with creative teams is crucial to staying on schedule while still delivering high-quality work.

After working closely with creative leaders and agencies for a decade, what defines a strong partnership, and how do you foster collaboration? 

V: As an Awards Director, I work closely with creative teams as they are the most involved in the award submission and are usually very eager to get the recognition they deserve. Ensuring they know each award show’s rules and expectations is part of the collaboration. They usually have strong opinions on which categories to enter, and they direct the conception and production of the video case study to be submitted. The CCO is also involved in every step. Ensuring regular follow-up meetings involving the creative team, CCO, production team, and myself is critical to meaningful collaboration.

What do you think distinguishes a winning campaign beyond creativity and execution? 

V: One that tells a compelling story evokes emotion, and leaves a lasting impression on the audience and judges. It’s about creating authentic and relevant work with a deeper connection to cultural or societal issues. A captivating campaign that sparks conversation and drives impact is what sets it apart in the awards world.

What is the most rewarding aspect of an Awards Director? What defines success, and what is the common thread that links successful award entries across different platforms?

V: The most rewarding aspect is seeing how everyone’s contribution to a project can make ideas come to life and knowing they have won recognition and made a difference. I define success as the ability to balance creative excellence with a meaningful purpose, while the common thread linking successful award entries is their ability to resonate emotionally, connect with audiences on a deeper level, and reflect a thoughtful, intentional approach to the problem or brief they aim to solve.

 Why is it important to win awards?

V: Winning awards is extremely valuable for everyone involved. It is key for an ad agency to attract better talent and clients and make their work shine locally, regionally and internationally. For the creative teams, winning can be a real career booster, such as a promotion, job offers, etc. For the brands/clients, winning awards impacts their reputation. It helps them connect with their audience, win competitor’s market share and highlight their brand values.

What have been the most significant shifts in advertising over the last decade in how creative work is judged?

V: The emphasis on purpose-driven and socially conscious work has been growing over the past decade. Judges keep prioritizing campaigns that are inventive in addressing broader societal and environmental issues, such as sustainability, diversity, and inclusion. There is also a greater emphasis on digital innovation and the use of technology to solve real-world problems in how work is judged. A campaign that impacts a nation or can change laws will guarantee international recognition at award shows.

What trends or emerging technologies will shape the next generation of award-winning campaigns?

V: Emerging technologies like AI, augmented reality (AR), and virtual reality (VR) will play significant roles. These tools enable brands to create more immersive, personalized experiences that can engage audiences on a deeper level. Advances in data analytics will allow for more precise targeting and measurement of campaign effectiveness, leading to work that is both creative and highly strategic.

 What advice would you give to aspiring creatives and up-and-coming creative directors in making their mark in local and global advertising?

V: Positioning themselves within creative teams that work on awards-related campaigns can only be beneficial. Sometimes, it means working extra hours on non-billable projects or working hard on a campaign that doesn’t win any awards. The road to awards is unpredictable; however, it is always a good bet for a young creative.