AME VIDEO: Chris Graves, Ogilvy PR CEO, says effectiveness is electric, its sexy

During his interview, Graves said he would like to see a tie back to what the client cares about at this year's AME Festival. He adds that it is crucial to remember there would be no award without a client.

"We should champion the clients as we win the awards. If the client wasn't bold enough or brave enough to allow us to use these big ideas, we'd never have an entry."

He goes on to explain that effectiveness is often confused with efficiency but they are two very different things. He quotes management guru, Peter Drucker, in saying that "Efficiency is doing things right, effectiveness is doing the right things."

Graves joined Ogilvy Public Relations Worldwide after a stint of 18 years with Dow Jones, both on the news and business sides. He was a founding member of Wall Street Journal Television in 1987, managing editor of Asia Business News, vice president & head of network news and programming for CNBC Asia and subsequently for Europe, and managing director of business development (EMEA & Asia) for Dow Jones Consumer Electronic Publishing (WSJ.com).

Graves was named Asia-Pacific PR Professional of the Year in 2007 and Ogilvy PR was named Asia-Pacific Agency of the Year under his tenure in the region. He has also received an EMMY nomination and various awards from The New York Film and Television Festivals and the Asian Television Awards for programming made under his supervision. He was appointed global chief executive of Ogilvy Public Relations in June last year.

The AMEs is now in its eighth year and hailed as the region’s premier recognition of excellence in marketing effectiveness.