Cassandra Shuber and Daniela Marino are both VP, Creative Directors at Edelman New York. They share the job of leading PR creative, working collaboratively. And they have been friends since their first day at university. After uni, they also became colleagues, working together at BBDO Toronto and then Canadian indie agency, john st, before joining Edelman in January 2020. 

But as you can see in the interview below, each will bring her own perspective and views about great work to their roles as Preliminary Judges as MAD Stars this year. 

MAD STARS: How do you feel about participating as a preliminary jury member for MAD STARS?

Cassandra Shuber: I’m thrilled to return as a preliminary jury member for MAD STARS. I couldn’t be more excited to once again get a front-row seat to some of the most innovative and inspiring creative from around the world.

Daniela Marino: I’m grateful and excited to be part of the preliminary jury. I’m looking forward to seeing the range of creativity and talent from around the world at this stage of the competition. 

MAD STARS: What will be the most important criteria you focus on in judging?

Daniela Marino: I gravitate towards work that emotes a feeling – an idea that captures my attention through its irreverence, intelligence, or innovation. After that initial feeling, I pay most attention to the craft of the execution, how boundary-breaking the idea is and if it made (or can make) real world change. 

Cassandra Shuber: For me, impact is key. I look for ideas that stand out through bold creativity, resonate deeply with their audience, and create meaningful change – whether it’s cultural, social, or business-driven.

MAD STARS: The theme of this year’s MAD STARS is “AI-vertising, AI Advertising Marketing Era”.  What role do you think AI plays in today’s creative processes, and how are you or your agency using AI in advertising or marketing?

Cassandra Shuber: AI is transforming the creative process (and output) in incredible ways. Many creatives I work with use tools like ChatGPT and Midjourney to help with idea generation, writing and visuals. Personally, I use AI to spark insights, explore new angles and push my ideas further. While I think these tools are extremely useful, creativity is human, and the real power of AI is in amplifying imagination, not replacing it.

Daniela Marino: AI is helping to evolve the creative process and we’re meeting it with open arms. We’re prioritizing innovation and ambition in this new cre-AI-tive world that we’re now all a part of. Though it’s assisting our process, it’s most inspiring when it is naturally embedded into our idea. The tech is not the idea itself, but its purpose propelled by it. It will be interesting to see how AI is used in unexpected ways this year.

MAD STARS: What do you think are the unique characteristics of the advertising and marketing industry in your region? What are the biggest challenges?

Daniela Marino: New York is an epicentre of culture, creativity and commerce. The city thrives on the intersection of art, media, and business, making it a focal point for creativity and influence. With unmatched diversity of talent, we always redefine the boundaries of the industry. However, the pressure to constantly innovate is the biggest challenge. For those of us – people and businesses – that choose to keep up, the stakes are high, but the opportunities are limitless.  

Cassandra Shuber: Canada’s advertising industry is unique in that it operates on a much smaller scale compared to major global markets, like the US, but still demands world-class creativity. With a smaller population, and frankly, smaller budgets, we have to make every idea work harder. Having worked in both markets, I’ve seen how Canadian agencies are often more resourceful, adaptable and deeply strategic in how they approach every brief.

MAD STARS: What do you think PR gives brands that other marketing/advertising cannot? What “essential ingredients” do you believe make great PR?

Cassandra Shuber: In a world where attention is the most valuable currency, PR gives brands something money can’t buy – cultural relevance. Unlike traditional advertising, which pays for visibility, PR earns it by embedding brands into real conversations, moments, and movements – and sometimes even starting them. There’s no formula or set of “essential ingredients.” It’s about being in tune with the zeitgeist and positioning brands where they naturally belong.

Daniela Marino: PR doesn’t pay for attention, it earns it. That ethos drives our most successful work and enables brands to be spotlighted in culture; oftentimes, it allows brands to become culture. Sometimes there’s a formula, but sometimes there isn’t. A lot of the time, it comes down to the team’s collective ambitions and belief in the idea to make it big – a #trending topic, an undeniable headline, a feature on the nightly news. Great PR doesn’t have a secret ingredient, but strong instincts. 

MAD STARS: What changes, advances – and challenges – do you envision for PR (and the creative industry) in 2025?

Daniela Marino: When it comes to creativity and PR, our world is always changing, and quickly. I envision that the way we create and consume content is going to continue to evolve as we embrace new technologies, new legislations, and new types of consumers. Niche audiences are on the rise and brand trust is constantly being challenged. We’ll have to work hard at remaining trusted sources of information (and inspiration) and retaining authenticity, as creatives, brands, and agencies

Cassandra Shuber: In 2025, the creative industry will continue to be shaped by the intersection of technology, culture and trust. AI will play an even bigger role in streamlining workflows, but the real challenge will be ensuring speed doesn’t come at the cost of authenticity. Similarly, credibility will be more critical than ever, pushing brands to engage with transparency and purpose. At the same time, the lines between PR and advertising will continue to blur. Traditional PR tactics won’t be enough, but neither will paid media alone. The biggest challenge will be breaking through the noise at a time when attention is harder to capture but more valuable than ever. The brands – and agencies – that stay agile, audience-first, and culturally fluent will be the ones that stand out.

MAD STARS is open for entries until June 16, with Early Bird pricing until May 9 and regular pricing until May 30. Find everything you need to know to enter here. It has selected its Preliminary and Final jury, with the Executive Jury still being finalised. View the juries here.

Cover image l-r: Cassandra Shuber & Daniela Marino