Effie Asia Pacific introduces THE SHOUT GROUP’s Co-owner and CEO, Shaun Tay and PepsiCo Asia Beverages’ Chief Marketing Officer, Bernard Cheng, as the final pair of Heads of Jury. They will join the Judging Committee in helming the jury as they recognise the most effective marketing works for the 2026 APAC Effie Awards.
Shaun is the driving force behind THE SHOUT GROUP’s current standing as the number one Malaysian agency. He joined FCB in 2015 following a highly successful nine years with TBWA Malaysia and before that, seven years with Bates Malaysia & Bates Singapore.
Together with his partners, he bought out FCB’s Malaysian operations in 2017 before rebranding the agency to FCB SHOUT as part of the newly launched, THE SHOUT GROUP in 2022.
Under his leadership, THE SHOUT GROUP has soared in both business and reputation, winning over 600 awards including a record haul of agency of the year titles across numerous regional and local marketing award shows.
Shaun says, “Having sat on both sides of the table – as entrant and judge – I’ve come to understand what this award truly represents. It is where our industry doesn’t just showcase work, but proves it. The winning campaigns stand out not only for their creativity, but for their undeniable results.
As a Head of Jury, you occupy the best seat in the house. You don’t campaign — you moderate. You don’t judge, you listen intently. You may not agree with every outcome, yet you always leave sharper and more inspired. It’s a privilege, and I’m genuinely excited to take it on.”
As Chief Marketing Officer of PepsiCo Asia Beverages, Bernard oversees brand, insights, innovation and media across all markets in Asia. He has led transformative initiatives that strengthened PepsiCo’s portfolio leadership in the region, driven a consumer-centric culture, deepened engagement and advocacy with consumers, and accelerated end to end innovation.
Bernard is a strong advocate for creative excellence and effectiveness, having served on numerous industry award juries. Under his leadership, the PepsiCo Asia team have raised the bar on creativity–winning their first Cannes Lions award, been recognized as Thailand’s Marketer of the Year for 2025, and drove significant gains in business and brand measures.
Bernard shares, “I’m thrilled to serve as a Head of Jury for the 2026 APAC Effie Awards and to be judging alongside a roster of talented industry leaders.
The APAC region is a diverse powerhouse of innovation, and I am eager to celebrate work that doesn’t just push creative boundaries, but redefines what effectiveness looks like. I look forward to spotlighting the unique brilliance of APAC marketing and elevating our region’s best work to the global stage it deserves.”
Into its 13th year, the APAC Effie Awards continues to celebrate ideas that work, acting as a platform to elevate and push the effectiveness of the industry across Asia Pacific.
The full jury line-up for 2026 has been revealed. View here for the jury line-up, and keep up with the latest competition updates at apaceffie.com.
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