LONDON, UK – The Cresta Awards has appointed Helen Pak as the Jury Chair for its 2025 awards season, marking a significant step in prioritizing creative innovation within the advertising industry. Pak, who currently serves as Senior Vice President of Creative for Marketing, Design, and Content at Disney, brings a wealth of experience to the role, having impacted diverse fields from theme parks to strategic brand partnerships.
At Disney, Pak leads the in-house creative agency, Yellow Shoes, guiding projects that effectively fuse storytelling with business strategy. Her work has resonated with varied audiences across multiple platforms, showcasing her prowess in the competitive landscape of advertising.
“Helen is an exceptional talent, possessing extensive experience in both agency leadership and client-side roles, first at Meta and now at Disney,” said Lewis Blackwell, CEO of Creative Standards International, the organization responsible for the Cresta Awards.
Before her tenure at Disney, Pak garnered over 25 years of experience in the agency sector. She rose to become the Chief Creative Officer at Grey and has held key positions at several major firms, including Ogilvy, JWT, Taxi, Havas, and StrawberryFrog in Amsterdam. Additionally, as a global creative strategist at Meta, she was instrumental in launching brand advertising on Instagram.
In her role as Jury Chair, Pak will not participate in the voting process or influence jurors’ decisions but will provide initial guidance and later review all award winners for potential special honors. This unique structure is part of the Cresta Awards’ commitment to ensuring fair and unbiased judging.
Celebrated for its integrity, the Cresta Awards has been honoring excellence in advertising for over 40 years. The judging process involves around 120 jurors individually assessing entries to minimize the influence of groupthink, promoting equitable evaluation across all submissions.
For the 2025 awards, the Cresta organization is finalizing its jury, which will include a special category dedicated to artificial intelligence. Currently, the awards are closing their mid-season entry rates, with a deadline set for June 6, and moving into the final entry phase, which will conclude on July 20.
This year’s competition promises to showcase the finest creative talent in marketing while reflecting the evolving landscape of the industry.
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