Valentine Roche is a multi-award-winning Awards Director who has helped numerous campaigns reach their global potential and scoop over 50 awards in the last five years. She relates some of her behind-the-scenes highlights and challenges of pulling a stand-out campaign together, and how growing up in multiple countries has shaped her flexible approach to work.
Valentine Roche is a master weaver of the highest order: one who can seamlessly bring different elements of an awards campaign together to the point of world recognition. Having contributed to campaigns since 2019 that have collectively won more than 50 awards, she remains refreshingly down-to-earth and humble about her involvement. Her experience was part of the campaign Staybl, an app designed for people living with Parkinson’s Disease, which won 4 Cannes Lions and numerous awards. She was also involved in helping the awards process for the short film You Don’t Know The Half Of It, which related the link between mental health and substance abuse. Among other campaigns of social and environmental significance, she was also influential in The Issue Within the Issue campaign for the Ali Forney Center, a 22-page advertorial in The New York Magazine which shed light on the city’s homeless LGBTQ+ youth.
Storied life
Handling multiple components of a campaign and awards process is a natural for Roche. She points out her life experience, having lived in different countries during her formative years, and her parents’ advice that still echoes today.
“I lived and grew up in seven different countries, including Ecuador, Dominican Republic and Vanuatu,” she reflected, “so experiencing varied lifestyles, cultures, values and ways of thinking profoundly shaped my creative perspective.
“My parents also taught me the value that being adaptive was the highest personal quality someone could have.”
She added: “My multicultural background enabled me to approach advertising with a broader worldview, infusing campaigns with global sensitivity and cultural depth. It also helps me connect with a wider audience and identify universal themes that resonate across borders.”
Unifying different scopes
Having worked in four countries across three languages in Latin and North America, she has gained some unique insights into how different regions and messages work. “Fostering trust and maintaining clear lines of communication always align visions across teams. You have to be inclusive, flexible and harness each team member’s unique strengths to create award-winning work.”
She related that storytelling on campaigns in Latin America often has a strong emotional and human-centered approach where narratives reflect local culture, resilience, and shared community values. Campaigns, meanwhile, in North America often focus on innovation and broader commercial objectives.
“However, both regions share a growing trend towards purpose-driven work that addresses global challenges like sustainability and social justice,” she added. “The difference lies in how these messages are crafted and tailored to resonate within the regional cultural context.”
Secrets of success
Roche was quick to point out that one person did not define an award-winning campaign, but a collective of driven and passionate creatives. “The most important factors in trying to win awards are the quality and clear objectivity of the teams.
“It takes resources, time and money to make that happen, but it starts with how far an agency is willing to invest in awards. Only then can I be effective in helping with the creative campaign chosen for award submission.”
She added: “Awards are a team effort. Many key people are involved. My ability is to adapt global creative standards to local contexts while ensuring campaigns remain universally resonant is vital.
“Judges want to see the work’s impact, and I believe in the power of advertising to effect positive change. These campaigns allow me to merge creativity with purpose, ensuring our work makes a tangible impact.”
Spotlighting the campaign behind Staybl, she revealed that the most challenging aspect was enabling two agencies to work together to develop and execute the campaign. An agency in New York designed the app, while an affiliated German agency was behind the creative concept.
“We had to ensure the app addressed a real need for people with Parkinson’s and conveyed a sense of hope and empowerment. The emotional impact and the project’s innovative approach resonated with award judges.” Speaking about the You Don’t Know The Half Of It campaign, she applauded the creative team behind the film for leveraging artistic storytelling and striking visuals to make it compelling and emotionally resonant. “It’s a clear example of how a simple idea beautifully executed to collect funds for a local pro-bono organization can impact people worldwide,” Roche said.
For the narrative wrapped around the Ali Forney Center campaign, the content was structured as an unfolding story with a clear narrative arc. “The one moment that shaped the campaign’s direction was the realization that its true power and focal point lay in the personal stories of the LGBTQ+ homeless youth,” she emphasized.
Roche reflected: “I define success as the ability to balance creative excellence with a meaningful purpose, while the common thread linking successful award entries is their ability to resonate emotionally, connect with audiences on a deeper level, and reflect a thoughtful, intentional approach to the problem or brief they aim to solve.”
Given her deep experience in the industry, Roche said that the shift in award-winning campaigns over the last decade lay in the emphasis on purpose-driven and socially conscious work. “Judges keep prioritizing campaigns that are inventive in addressing broader societal and environmental issues, such as sustainability, diversity, and inclusion.
“There is also a greater emphasis on digital innovation and the use of technology to solve real-world problems in how work is judged. Emerging technologies, such as AI, augmented reality (AR), and virtual reality (VR), will play significant roles and enable brands to create more immersive, personalized experiences that can engage audiences on a deeper level.”
Captivating campaigns
Having managed many campaigns, Roche detailed how, as an Awards Director, success often lay in keeping an eye on the mundane. “Keeping track of a budget is vital. A CCO reviews and approves the budget allocation for each award show submission. I share a recommended budget and a limit to how many entries we can submit within this budget.”
Deciding which category to select and understanding the entry requirements were also critical to delivering an award-winning campaign. She said: “Choosing which categories to enter is a big deal as different judges’ work on various categories. Aiming for the best fit can make a massive difference in your potential to win.
“I work closely with creative teams as they are the most involved in the award submission and are usually very eager to get the recognition they deserve. Ensuring they know each award show’s rules and expectations is part of the collaboration.”
Having been at the forefront of strong campaigns, she was clear on what makes a winning one beyond creativity and execution.“One that tells a compelling story evokes emotion, and leaves a lasting impression on the audience and judges,” she said. “It’s about creating authentic and relevant work with a deeper connection to cultural or societal issues.
“A captivating campaign that sparks conversation and drives impact is what sets it apart in the awards world. One that impacts a nation or can change laws will guarantee international recognition at award shows.”
For her, the most rewarding aspect is seeing how everyone’s contribution to a project can make ideas come to life and knowing they have won recognition and made a difference.
She said: “The road to awards is unpredictable and can mean a lot of hard work. Winning is extremely valuable for everyone involved on many levels, from the ad agency to the brand to the creative teams involved, and it can make a real difference in a person’s life.”
