The APAC Effie Awards has brought aboard Amrita Randhawa, Publicis Groupe Singapore and Southeast Asia CEO and Tuomas Peltoniemi, managing director of Accenture Song as 2026 heads of Jury. They join the judging committee in leading the jury to evaluate the most effective works in the region.
Randhawa leads the Groupe’s capabilities across data, technology, creative, and media for the high-growth markets in Southeast Asia. Since taking on the role in 2021, she has united the markets under her remit to create Centres of Excellence that feed all of Southeast Asia.
She thrives in marshalling cross-functional and cross-cultural teams and considers inspiring them to accomplish the best work of their careers to be her purpose at work. Her leadership has been recognised by numerous awards, and she considers her proudest achievement yet, to be the diverse senior leadership team she has built to be a true representation of her vibrant region.
On her appointment she said, “A mix of short-termism, mismeasurement (or indeed over-measurement of irrelevant metrics), budget squeezes, and more over the past couple of years have put marketing effectiveness under pressure. Serving as a Head of Jury for the APAC Effie Awards is a chance to shine the spotlight on effective work. Work that showcases the true power of marketing and communications to build business results when our industry needs it most, for a region I am passionate about is an incredible opportunity.”
Peltoniemi is a digital transformation leader with 25 years of experience at the intersection of technology, creativity, and business. He leads Accenture Song’s Design and Digital Products Practice for Southeast Asia, where he helps organisations design next-generation digital experiences, and intelligent products powered by Generative AI and Agentic AI.
His work with leading brands reimagines customer experience, embedding AI capabilities into customer journeys, service ecosystems, and digital platforms to drive growth and relevance.
His expertise spans experience design, digital product innovation, marketing transformation, commerce, and large-scale enterprise reinvention. Prior to Accenture Song, Peltoniemi was managing director for R/GA APAC and president of TBWA Asia.
On his appointment Peltoniemi said, “For over a decade, I’ve seen how the APAC Effies spotlight work that doesn’t just capture attention but delivers meaningful business outcomes. It’s a privilege to serve as a head of Jury and help uphold the standard of effectiveness that defines these awards. In a rapidly changing landscape, effectiveness is our industry’s true north, and I’m excited to celebrate ideas that combine bold creativity with proven results across Asia Pacific.”
For 13 years, the APAC Effie Awards have championed marketing effectiveness in the diverse and competitive Asia Pacific region.
