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Meet the judges of The Drum Awards. We have a good time the most productive in brand-building and artistic technique, and our Judge of the Day sequence will provide you with a more in-depth take a look at the mavens at the back of our prestigious panels. Get to understand the trade leaders who acknowledge excellence in advertising.
Today we supply Shalini Seneviratne, advertising director at Kimberly-Clark for the child care class and vice-president of the jury for The Drum Awards APAC. With greater than 17 years of enjoy main international manufacturers throughout private care, attractiveness and residential care, Shalini brings a pointy mixture of strategic perception, ingenious intuition and business acumen. She has held roles throughout Southeast Asia, South Asia, the United States and Africa – and he or she’s now not afraid to problem the established order.
As a CMO, what’s an important problem you face as of late?
The greatest problem is maintaining with the tempo of alternate. What labored even two years in the past can really feel old-fashioned now. As entrepreneurs, we’re nonetheless attempting to succeed in other people – that hasn’t modified. But how we succeed in them has totally reworked. You’re now anticipated to create 1000 items of content material a month, keep forward of AI and automation, and ship effects quicker than ever. The basics of selling haven’t modified – however the entirety else has.
Want to head deeper? Ask The Drum
What is the most important problem of keeping up a constant model throughout more than one markets?
You can’t be superficial. Especially in Asia, the place customers are extremely rapid to undertake new concepts but in addition fiercely proud in their cultural heritage. If you wish to have to resonate, you want to be deeply culturally related. The very best campaigns take a world concept and translate it so in the community that it couldn’t have come from any place else. That’s when advertising truly works.
What excites and/or considerations you about how the position of the CMO is evolving?
It’s thrilling to peer advertising turning into extra central to trade technique – nevertheless it additionally comes with force. Too continuously, advertising will get separated from the trade. But if truth be told, we’re right here to force gross sales, profitability and expansion. What considerations me is how simply entrepreneurs can change into old-fashioned in the event that they’re now not continuously evolving. You can’t forget about the tech. You wish to perceive what’s converting – otherwise you chance being left at the back of.
How can entrepreneurs higher show their price at C-suite stage?
You have to turn the affect – now not simply with nice ingenious, however with trade effects. When we judged this yr’s awards, the paintings that didn’t have tangible effects didn’t make it via. That’s the way it must be. Marketing isn’t near to profitable awards. It’s about developing affect that strikes the trade ahead – in bucks and cents.
In your online business sector, what do you are feeling is the important thing to making a model that sticks out?
You must take into consideration the product and the promoting in combination – now not as separate issues. Some of the most productive paintings I’ve observed just lately used to be a product designed with social in thoughts from the beginning. It wasn’t simply “marketed well” – it used to be constructed for engagement, constructed for sharing, constructed for relevance. That’s what makes it stand out.
What rising developments or applied sciences do you consider could have essentially the most important affect on advertising within the subsequent 5 years?
AI, definitely. But I’m additionally within the counter development – the rush towards extra human, extra actual storytelling. As AI-generated content material floods our feeds, the query turns into: what can a gadget now not create? Those intimate, on a regular basis moments which are deeply human – that’s the place manufacturers should lean in.
If it is advisable to best spend your price range on one media channel/platform, what would it not be and why?
TikTok. It’s made buying groceries into leisure. You’re now not simply developing consciousness or engagement – you’re riding trade proper there within the app. It’s like old-school telemarketing, however cooler. It’s the one platform presently that takes the shopper from discovery to buy in a single scroll.
How do you watch for the expansion of AI-driven advertising answers will alternate what you do as a marketer at some point?
AI will enable you produce extra – nevertheless it additionally manner entrepreneurs should paintings more difficult to make it subject. You can’t simply create noise. The manufacturers that win would be the ones that determine easy methods to mix scale with authenticity – and make one thing so actual, a gadget may just by no means pretend it.
Be a part of what’s subsequent at The Drum Awards
The Drum Awards have a good time the boldest concepts, smartest methods and best campaigns from all over the world. Enter your paintings for an opportunity to have it reviewed through trade leaders like Shalini Seneviratne and earn reputation that strikes the trade ahead. Submissions shut August 6, 2025.
