Kraft Heinz's Dhiren Amin & HP's Siew Ting Foo appointed Heads of Jury for APAC Effie Awards 2022

Effie Asia Pacific has announced the names of Dhiren Amin, CMO, Asia for Kraft Heinz, and Siew Ting Foo, Chief Marketing Officer, Greater Asia for HP, as the first two Heads of Jury for the APAC Effie Awards 2022.

They will lead the jury in evaluating this year’s entries and rewarding the most effective works in the region.

The APAC Effie Awards is one of the industry’s most distinguished accolades and continues to lead, inspire and champion marketing effectiveness by honouring the best-in-class campaigns in the region.

As CMO, Asia for Kraft Heinz, Amin’s responsibilities span brand management, innovation development, consumer insights, media and R&D. He also double hats as CMO for the China business. Prior to Kraft Heinz, Amin worked at Unilever for 3 years as a Global Brand Manager for Vaseline Men, growing the business in the brand’s key markets. 

Besides serving on other creative and effectiveness juries, he has also been recognised on Campaign Asia’s list of Asia’s Most Influential Marketers three times – in 2021, 2020 and 2018.

Amin said, “I am truly honoured to participate as Head of Jury for this year’s APAC Effie Awards to identify the most effective work in the region. A majority of our markets have continued to face unforeseen challenges in 2021. Companies had to deal with rapid sales channel shifts, sharp media shifts and rapid changes in consumer consumption. I am genuinely excited to see how marketers have thrived in these and helped their business grow. It will be illuminating to see brands show how their communication, media, innovation and technological solutions drove direct business value in the cases that come through.”

An established marketing leader, Foo is the Chief Marketing Officer, Greater Asia for HP. She is a strong advocate of using purpose-led marketing and creativity to build sustainable business not just for profit, but also for the communities they serve. She is focused on building HP as a global brand with local soul – driving brand relevance and purpose by combining data and emotional connection. 

Foo has more than 2 decades of marketing experience in international consumer-goods companies including Unilever, Mars, Fonterra and Diageo, where she turned its declining business in Southeast Asia into one of double-digit growth within 2 years and grew its sales in China to 2 times more than the market. As a testament to her astute marketing leadership, she has won many industry awards – notably, she was listed in Campaign Asia-Pacific’s Power List in 2021, 2020 and 2018.

A firm believer in promoting diversity through inclusivity, women and youth, Siew Ting has initiated various initiatives while at HP Asia Pacific, such as the “Reinvent Stereotypes” campaign in Japan and the “Youth Dream Factory” ambassador program in China and many parts of SEA. She has also been active in mentorship of start-ups.

Foo said, “The 2 years of pandemic has been challenging for everyone; however, it has never been a better time to be a marketeer! I believe that purpose-led marketing, coupled with data, creativity, and human insights, can drive powerful growth and build brands that not only deliver profit, but also serve its communities and stakeholders. I am looking forward to being part of this jury and cannot wait to recognise work that demonstrates the above.”

As per the awards, the remaining Heads of Jury will be introduced in the coming weeks, and the latest competition updates can be accessed via www.apaceffie.com.

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