[ 온라인 카지노 사이트 Young Ho Choi] Tawana Murphy Burnett, Meta’s global marketing leader, has driven transformation across the advertising and creative industries for 25 years, spanning diverse markets from the Americas and Europe to Asia-Pacific. Currently overseeing digital strategies that fuel brand growth and innovation at Meta, she took part as an Executive Jury member at MAD STARS 2025. Concluding the interview, she emphasized that the ultimate key to success in this industry is ‘courage,’ delivering an inspiring message to young creators and marketers alike.
Could you briefly introduce yourself and your career background?
For the last 25 years I've been a part of teams behind some of the largest and most influential global brands and advertising agencies across the US, EMEA, LATAM and most recently APAC. Today at Meta I lead a team that advises CMOs, business leaders and agency partners on how best to use digital and emerging advertising and commerce solutions to accelerate the growth of their brands. For the last 6 years I’ve been working and living in Singapore with my family.
What first led you into the advertising and creative industry?
I fell in love with telling stories and design. In college I was editor in Chief for the university newspaper which meant I was exposed to both the editorial and the business side (selling ads!). I spent a lot of time with other students laying out pages, copy writing and editing interesting stories. After college, I joined a magazine and started focusing more of my effort toward media, and online specifically. Eventually that led me to grad school, a few early tech start ups and ultimately brand management which is where I developed most of my core skills in advertising and creative. I worked on product launches, hiring and collaborating with media and creative agencies. My world of traditional editorial, copy writing kept blending with channel and media innovation, that led to mobile advertising at Facebook, now Meta and the work I do today where storytelling, creative and 아귀카지노 remain at the forefront. It’s been an interesting and really fulfilling journey with so much opportunity for growth and innovation.
This is your second time attending MAD STARS. Compared with last year, what differences or changes stood out to you this year?
Last year there were fewer entries where 아귀카지노 played a role. This year it came across not just in the background or the media planning but also in creative development process and the creative output. I remember laughing out loud at the KFC work, Finger Licking Good that put a spotlight on the challenges and fun of working with 아귀카지노 as a co-creator. It doesn’t always get things right, particularly human hands. The conversations around work that leveraged 아귀카지노 was more accepted, lighter, more fun/ less taboo in the jury room this year. It made for more interesting discussions also at the conference when it came to how 아귀카지노 is changing our industry and how creatives, agencies and brands are working with it today.
As an Executive Jury member, what criteria or perspectives did you consider most important in the judging process?
For me it was important for us to collaborate on a shared point of view around the type of work that we were awarding and why. I saw my role as an Executive Juror to be a facilitator in constructing that point of view and ensuring that the diversity of experience from all of the jurors in the room was factored into what we ultimately awarded. It can be so easy without some form of united standard for the work to be dismissed prematurely or for one or two voices to dominate the conversation and persuade the outcomes. For us it came down to making time to truly unpack the insights, the cultural context and using that lens to see which stories broke through, changed behaviors or business outcomes and had an elevated craft that others in the industry would connect to and respect.
Were there any entries or campaigns that particularly impressed you this year? What made them special in your view?
There was a lot of work that tapped into unique cultural insights and stirred up great conversation in the jury room like the Kit Kat Break Bar that won a Grand Prix from VML Manila. I was impressed by the impact of campaigns like Pride Filter from TBWA/Hakuhodo Japan that won a Bronze for Diverse Insights and Whoscall Scammer Pages that won a Silver from VML Thailand for PR. These were campaigns that brought to life a significant challenge in their respective countries and found compelling visual executions to bring them to life in ways that moved people and drove change. I find that impressive, these ideas when connected with others who really cared about those challenges become a vehicle to bring people together and have impact.
Through MAD STARS, what strengths and future directions do you see for the Korean and Asian advertising industries?
The first is continuing to raise awareness for the great work, talent and ideas that are coming out of this part of the world. I see a lot of it now that I’ve been living and working here for the last 6 years but not enough of the best work and people behind that work made it to a broader audience. Mad Stars will continue to inspire and to amplify the talent and the ideas and that’s important for the industry globally.
As a global creative platform, how would you like to see MAD STARS evolve in the future? Are there areas you feel could be improved or strengthened?
Perhaps more partnerships can help Mad Stars build deeper connections at the market level. There were some categories like commerce that had very few entries and this is a category that Asia dominates but why is that work not finding it’s way to this competition?
You have often emphasized leadership in digital marketing, brand innovation, and adapting to change. In your view, what are the biggest challenges currently facing the advertising industry, and what should leaders prioritize in response?
We’ve seen the evolution of desktop to mobile and now 아귀카지노, Gen AI and Agentic AI creating new solutions to enhance the way our industry builds, creates and thrives. I loved John Kim’s talk from Cheil because we need credible and respected leaders from the creative industry to stand up and create a path forward with examples of work that is benefitting from this next wave of evolution. It’s great to challenge but it’s not ok to put our heads in the sand and hope that new tools won’t become a part of the way we work. It’s also important as we look to attract the next generation of talent. We need more opportunities for young creatives and emerging industry leaders to test, learn and fail. Keeping young stars and new stars at the forefront and giving them proper recognition and respect for evolving is something to be celebrated.
Could you share one work that has most influenced or inspired you in your creative journey?
Lately I’m inspired by brands like Coca-Cola and Nike - brands that are willing to push their branding boundaries and allow creators or people buying their products to help write their next chapter. The original "Be Like Mike” campaign by Gatorade which debuted 25 years ago and featured Air Jordan’s (Nike) to today’s "Why Do It” Nike campaign shows the breadth of brands that are connected and sustainable and still telling relevant stories.
Finally, what advice or message would you like to give to young creators, marketers, and advertising professionals?
Courage is the ultimate X factor in this industry. You need it to be even remotely successful. The sooner you learn and are willing to deploy the courage to share, to connect and to be open to reshaping what you think you already know, the more career satisfaction lies ahead.
