APAC Effie Awards 2023 Brings in Sabrina Cheung and Yupin Muntzing as Heads of Jury

Effie Asia Pacific brings onboard Sabrina Cheung, chief brand and communications officer at AXA Asia and Africa and Yupin Muntzing, chief executive officer of VMLY&R Thailand as heads of jury for the 2023 APAC Effie Awards. Both experienced jurors, they return to lead the jury in identifying and celebrating the best marketing works in the region.

Based in Hong Kong, Sabrina is responsible for leading AXA’s regional brand, communications, and sustainability strategy to build the company’s position as a purpose-led, trusted brand among stakeholders and across key markets as it continues to expand its presence in the region. This includes a marked shift to promote mental health and break stigmas, as well as championing diversity and inclusion throughout its award-winning campaigns.

With over 20 years of experience under her belt, Sabrina has held roles with Coca-Cola China, McCann Worldgroup Hong Kong and most recently Cigna where she built its brand reputation in a multitude of markets across Asia, Europe North America, the Middle East and Africa.

Her time as a seasoned marketer has also taken her across different industry sectors, most notably with adidas Group where she spent over a decade leading communication strategies for sporting events such as the Beijing 2008 Olympics, and created a corporate community investment strategy that received international recognition for best practice in sustainability.

On her appointment, Sabrina said, “The world of marketing and branding evolves constantly. Yet at the end of the day, the core elements of a successful campaign remain the same. It is about connecting with people in a meaningful way while driving real business impact simultaneously. This requires careful planning, innovative thinking, smooth execution, and effective teamwork. I am honoured to be appointed as a Head of Jury for the prestigious APAC Effie Awards and look forward to celebrating the best-in-class work from around the region.”

Yupin has a background in strategic planning and more than 25 years of experience in the communications industry, working across industries and platforms in Thailand and Hong Kong. With prior experience in branding, digital marketing, shopper marketing, commerce, experience and retail, she has worked at and led not just big agencies like OgilvyAction and McCann Worldgroup, but her own as well.

As CEO of VMLY&R Thailand, Yupin has tied together the different ropes of her deep experience. By harnessing creativity, technology, and culture, she leads the agency in creating human connection and creating connecting brands.

On her appointment, Yupin said, “Since my days in strategy, APAC Effie case studies have been a source of inspiration, and I frequently referred to these when I put together my recommendations as a young planner. It is a joy to view the cases through another lens all these years later, to see how creativity, strategic big ideas and implementation have been weaved seamlessly to create human connections and drive results. Though I have previously been a part of APAC Effie’s jury, I am honoured to be a head of jury this year and can’t wait to get inspired by all the case studies.”

Returning for its 10th anniversary, the APAC Effie Awards continues to celebrate only the most effective marketing efforts in the region. Its rigorous standards in upholding this has led to its recognition by both agencies and clients alike as one of the industry’s most prestigious accomplishments for marketing effectiveness.

The final group of jurors for this year’s competition have also been revealed. See the full line-up here and keep up with the latest updates here.