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In-House Excellence Awards
Grand Jury
Vice President, Global Creative Services
Sony Interactive Entertainment
BIO
Jessica Cipolla-Tario is VP, Global Creative Services & Brand Management at Sony Interactive Entertainment, where she leads a best-in-class global creative organization driving brand stewardship, creative operations, and scalable marketing excellence for PlayStation.
Q&A with Jessica Cipolla-Tario
Provide one word that defines "In-House Excellence" in 2026.
Unstoppable
What is one trend in creative operations or in-housing you are watching most closely?
Designing creative operations that remove friction at scale — enabling teams to spend less time on process and more time building the next big idea.
In one sentence—what is the single most important element that moves an entry from "Good" to "Grand Prix"?
Grand Prix work creates an undeniable emotional connection — it sparks a visceral reaction, whether laughter, tears, or chills, and makes the brand unforgettable.
What is the #1 mistake teams should avoid when telling their campaign’s "story" in a submission?
Over-explaining. If you have to decode the idea for the jury, consumers won’t decode it either. Strip out the jargon, clarify the action you wanted, and anchor your story in the one result that truly moved the business.
Why is it critical for in-house agencies to have their own dedicated stage for recognition?
In-house agencies should be represented on every stage, but a dedicated one recognizes the unique complexity we manage — enterprise scope, integrated mandates, and often leaner budgets — while still delivering world-class impact.
In an era of rapid automation, what "human-only" quality are you looking for most in this year's submissions?
Human judgment. Great ideas may be accelerated by automation, but they are born from human insight, taste, and collaboration. I’m looking for work that reflects discernment, emotional intelligence, and the kind of creative chemistry you can’t machine-learn.
Get to know the 2026 In-House Excellence Grand Jurors.