Round 2 Jury
KRAFT HEINZ
JURY CHAIR
Mafalda Quintela, Independent Creative Director, Mafalda&Francisco
Mafalda Quintela is a Creative Director with over 15 years of experience shaping brands, campaigns and all sorts of ideas. After building her career across some of Lisbon’s leading agencies, she co-founded Mafalda&Francisco with her long-time creative partner.
Mafalda&Francisco is an independent creative direction duo working at the intersection of branding, communication and experience, focusing on crafting ideas that travel across platforms and formats. Beyond client work, they also develop independent cultural projects — including a cultural brand, a festival and a pen-pal challenge.
From global brands to local challengers — including Vodafone, UNICEF, LIDL, L’Oréal, EDP, Samsung, TAP, Jeep and Alfa Romeo — their work spans campaigns, brand systems, activations and everything in between.
Recognized at major festivals such as Cannes, Webby Awards, El Sol and CCP, she also serves on the board of Clube da Criatividade de Portugal.
CLIENT REPRESENTATIVES
Monika Nikolova, Sr. Brand Manager, Kraft Heinz
A brand builder at heart with strong track record of working on iconic food brands across multiple markets, Monika currently works on the Heinz brand across Europe & Pacific Developed Markets. She specializes in creating distinctive, bold and effective brand platforms which drive impact at scale. With a natural affinity for creativity, Monika has led award-winning pan-European work that strengthen brands and delivers growth.
Kubra Kilicel, Brand Lead, Kraft Heinz
Kubra is the Heinz Brand Lead for Europe & Pacific Developed Markets with expertise in brand strategy and communication. She has led brand-building work across iconic global brands such as Heinz, Coca-Cola and Dove in multiple regions. She brings strong focus on strategic clarity, creative effectiveness, and long-term brand impact, driven by delivering the best possible consumer experience.
AGENCY REPRESENTATIVES
Liliana Pais, Head of Strategy, Ogilvy Bar
Liliana is the Head of Strategy at Bar Ogilvy. With a passion for market trends, consumer behavior, and psychology, Liliana brings a data-driven perspective to strategic brand challenges. Prior to joining Bar Ogilvy, she served as Strategy Manager at GroupM, where she leveraged consumer insights for brands like Coca-Cola, Credibom, Auchan, and Danone.
Her career in advertising began in 2015 at a boutique agency named VOQIN’. During her first five years in the industry, she worked primarily with international brands including Guess, Jaguar Land Rover, AMD Brasil, amongst many others. Initially focused on designing brand activations, her expertise and success led to her being invited to head the global strategy team.
João Gomes Coelho, Head of Strategy, Fuel
João entered the advertising world immediately after completing his degree in Communication. He began his career at BBDO in 2006 and, in 2012, joined Fuel as Head of Strategy. Over nearly two decades, he has worked with major national and international brands across multiple sectors, earning more than 40 Effectiveness Awards, including two Grand Prix. Seeking to broaden his strategic toolkit, he completed The Lisbon MBA in 2016. The following year, he returned to the academic world, this time as a lecturer at the Escola Superior de Comunicação Social.
Francisco Machado, Senior Copywriter, HAVAS
ACADEMIC REPRESENTATIVES
Betty Tsakarestou, Panteion University of Social and Political Sciences, Greece
Betty Tsakarestou is an associate professor and co-initiator director of the Advertising and Public Relations Laboratory – ADandPRLAB at the Department of Communication, Media and Culture, associate director of the interdisciplinary postgraduate program MA Digital Transformation: e-Diplomacy, e-Campaigning and Digital Law, Department of Communication, Media and Culture, scientific coordinator of CREATIVE+ the Entrepreneurship and Innovation Hub and member of Technology Transfer Office of Panteion University. She is serving as Branding Chair & European Research liaison at the International Communication Division of AEJMC, board member at edcom- the European Institute for Commercial Communications Education, member of the Board of Directors of the Hellenic Institute of Communication, mentor at The People's Trust and member of the expert team at Envolve Entrepreneurship, member of the Board of Directors at insidestory.gr
Betty is also an International Exchange Alumna of the Study of U.S. Institutes on Journalism and Media with the support of US Department of State and the U.S. Embassy in Athens, and Alumni TIES grantee for the research project "The Room Where It Happens" Project to address disinformation that is developed and disseminated in closed encrypted apps in the fields of politics, communication and commercial messages, influencer communication and the infodemic (in the period of Covid 19) and religion.
Her academic (teaching and research) interests focus on advertising and public relations, strategic and corporate communication and reputation management, crisis management, responsible-sustainable consumption and experience in physical and digital environments, immersive branding & story-doing, city branding, startup entrepreneurship and social innovation with a human-centric and technological approach (human tech) and based on the Sustainable Development Goals (SDGs, ESG.)
Benjamin Dieu, Universidad CEU Cardenal Herrera
Benjamin Dieu is a lecturer in advertising and International Coordinator at CEU Cardenal Herrera University in Valencia, Spain, where he is also part of the university’s Audiovisual Chair of the Valencian Community. He guides undergraduate students in art direction, graphic design, and the fundamentals of advertising, weaving industry-linked briefs and intercultural collaboration into the curriculum.
He is currently pursuing a PhD on fluid brand identities, exploring how flexible visual systems adapt across media, markets, and cultures. In parallel, he collaborates with colleagues from several research groups to examine how generative AI is reshaping creative workflows, strategic insight, and ethics within contemporary advertising.
Before entering academia, Dieu developed a wide-angle view of communication through experiences at network agencies, on in-house creative teams, and in independent design practice. This varied path blends strategic thinking with visual craft and continues to inform both his teaching and his ongoing research.
Joep Peeters, Fontys University of Applied Sciences
Joep Peeters is a senior lecturer and coursemanager in Behavioral Change and Advertising at Fontys University of Applied Sciences, where he educates students in strategic and creative brand communication. He strongly believes in creating brands that matter and are purposeful . Brands with meaning, relevance, and societal value. He combines academic depth with practical insight into brand communication and media. As a board member of EDCOM, the European Institute for Commercial Communications Education he contributes to strengthening the link between the academic world and the European creative industry. He believes that in an industry shaped by rapid developments, lasting success comes from creating strong, authentic narratives that are genuinely lived throughout the entire organization showing a deep understanding of the customer.