We had the joy of interviewing Tizzy Tanka Zoelfikar, Deputy COO Media Services at DM Pratama Communications one of the exceptional members of this year’s jury for the Festival of Media APAC Awards 2025. She reflects on her favourite media campaigns from the past year, highlights the changes she hopes to see in the media industry, and offers invaluable advice for this year’s APAC Awards applicants. Her insights are sure to inspire and guide the next generation of award-worthy work.
What is your favourite media campaign of the last 12 months and why?
Uniqlo:
I like the way they consistently collaborate with a variety of famous brands, including Anya Hindmarch, KAWS, JW Anderson, Marimekko, Snoopy, and others. These collaborations target different segments of people who are interested in fashion. In terms of media placement, I am frequently exposed to Instagram ads/stories, influencers I follow, and out-of-home ads. There isn’t any particularly innovative or out-of-the-box media placement strategy that I can remember. The concept of collaboration itself is the main reason I like their campaigns
Netflix:
Mostly, they advertise when they want to promote new movies or series, primarily through digital channels (including influencers) and out-of-home campaigns. Their campaigns always generate conversation and curiosity, both from the teaser and the movie/series content itself. Out-of-home ads often come in innovative formats, with creative media placements that are contextual to the movie/series. Based on some case studies I know, these campaigns have been able to achieve key performance indicators (KPIs), spark conversation, and drive other digital metrics, as well as increase the number of people watching
What, in your opinion, separates a good campaign from an award-winning campaign?
A good campaign meets the basic requirements, achieves its objectives, and fulfils media KPIs. An award-winning campaign, ideally, should go beyond that and make a real impact on people’s lives
What advice would you give to agencies or brands submitting campaigns into The Festival of Media APAC Awards programmes?
To share campaigns that make a real impact on people’s lives, brands that become meaningful to them, and campaigns that are memorable, beyond just meeting basic requirements like strong insights, the use of the latest technology and media platforms, and achieving KPIs
What one thing would you like to see change in the industry over the next 12 months?
Accelerating the use of technology and tools to help agencies and clients measure their media and business performance across various platforms
What emerging trends or innovations have you observed in media campaigns this year?
The use of AI, technology, and influencers in media campaigns
