We spoke to Neda Lazic, Marketing Network Operations & Capabilities Senior Director, Eurasia & Middle East OU, The Coca-Cola Company, about becoming a Wires judge, and what excites her about the industry…

As the advertising industry navigates rapid technological shifts, the definition of creativity continues to evolve. We sat down with Neda Lazic of Coca-Cola, and she shared her unique perspective on the intersection of data, innovation, and storytelling.

She also discusses her upcoming role as a judge for the ExchangeWire Wires awards, offering a glimpse into the standout qualities she will be looking for among this year’s top campaigns. Read on to discover her insights on championing creative excellence.

What excites you most about joining The Wires judging panel?

Most of my day job happens behind the scenes - connecting capabilities, systems, data, and processes so good ideas actually have a chance to survive inside a large organisation. So judging is a nice opportunity to step back and look at the industry from a different angle, and focus purely on the thinking and creativity behind the work.

It also comes at a moment when the world feels unusually volatile. Many of the playbooks we relied on for years suddenly don’t feel that reliable anymore. In times like this, creative problem-solving becomes much more valuable than simply following best practice. I’m curious to see the work that managed to adapt, rethink assumptions and still deliver results.

And finally, I always enjoy seeing what happens when marketing and technology are used in ways that bring out something genuinely human - whether that’s cultural understanding, humour, empathy or simply a good story well told.

In your view, what qualities define an award-winning campaign or product?

For me it usually starts with something very simple: clarity of objective. The strongest work knows exactly what problem it’s solving and why it matters. Creativity, data, technology - all of that should serve the objective, not the other way around.

The second thing I look for is how the work deals with complexity. Global brands operating in multicultural markets like the Middle East rarely have the luxury of simple answers. The campaigns that stand out are the ones that manage to translate all that complexity into something clear and effective for the audience.

And finally, there is always the human element. The ideas that stay with you usually tap into something people recognise immediately - a cultural insight, a shared experience, a moment of honesty.

Technology can make something powerful. Human insight is what makes it resonate.

What industry trends or shifts are you most excited to see reflected in this year’s entries?

Right now the industry is operating in a pretty unpredictable environment - geopolitically, economically, and technologically. That kind of volatility forces people to rethink how they approach problems.

For a long time we tried to build very structured playbooks for marketing. But the reality is that the world doesn’t always behave according to the strategy deck. So I’m interested in work that shows a balance between strong data and strong judgement - campaigns where technology enables creativity rather than replacing it.

The most interesting ideas often come from teams that are comfortable experimenting a little and adjusting as they go.

What do you hope this year’s entries will reveal about where the industry is heading?

I hope they show an industry that is becoming a bit more thoughtful about the influence it has.

Both marketing and technology shape the conversations people have every day. At their best, they can bring real human qualities into the spotlight - curiosity, empathy, humour, cultural understanding. At their worst, they just amplify noise.

Personally, I’m always drawn to work that uses these tools to elevate the conversation rather than simply chase attention. When that happens - when marketing contributes something meaningful while still delivering business results - I’m not embarrassed about the industry I work in. Quite the opposite.

Discover this year's categories

You can learn more about this year's categories here.

Enter here for a chance to take home an award at this year's ceremony...