Pancho González Interview(s)

The creative industry and all the content and ideas that have been developed since June 2019 to date deserve to be recognized and, without the Cannes Lions festival this year, it is necessary for someone to take that role and reward the best on the planet and to do so under the latest standards of creativity. I think PHNX takes this opportunity and does so under the seriousness of a medium such as AdForum. This is relevant.

The impact that PHNX will have is related to leaving a legacy or a record with the best creativity in the world in a historical moment where all the crises that are happening globally, in addition to COVID-19, will somehow be reflected or have affected the creativity during this period.
The legacy will be to leave an updated creative portfolio in a year where many festivals were postponed to 2021.

Advertising creativity ceased to belong to advertising creatives, we work for brands and many times we get involved in product development and in this context we work with professionals from different backgrounds all the time, so why when evaluating that creativity do we leave them out? The more diverse the jury that evaluates the pieces that are participating, the more valuable this award or recognition will be for those who obtain it. And it will be representative of the entire industry, not just creatives.

I think the main thing before evaluating an entry is to expose yourself to it as a simple user or consumer and consciously analyze our spontaneous response to the stimulus we are seeing or hearing. I think that is the first step to feel if we are dealing with a relevant idea or not. Then already go into analyze the entry with all the technical background that I have with more than 20 years being creative and jury of the main festivals of the globe, in this line originality is the most challenging and the most difficult to reward in a world where everything it's practically done.

Undoubtedly, the current crisis has made commercial communication commoditized, all using the same resources globally, and therefore innovation will come more from marketing actions rather than from campaigns themselves.