Daniel Osorio Interview(s)

Many award shows reserve special spaces for the same people, which often serves as a PR stunt to promote themselves. In many cases, the main focus is not on the agenda or ideas. PHNX, on the other hand, provides an opportunity for more people and talent to witness firsthand solutions that their counterparts on the other side of the world have found for similar communication problems they may have.

Advertising world is not exclusive to creatives. I strongly believe that anyone involved in our daily lives has enough knowledge and criteria to evaluate others' work, regardless of their title or position in an organization. It's time to move on from the 'Mad Men' era and recognize that multidisciplinary teams are crucial to the industry's present and future.

It's impressive how many young agencies and talents struggle to participate in traditional award shows that often come with a hefty price tag. In my opinion, free entry is like a World Cup qualifier, where everyone has a chance to compete for the coveted final. However, to make it to the final stage, it's crucial to compete on an equal footing with everyone else.

It's admirable to see someone who doesn't feel inferior to those working at famous agencies and maintains their drive, regardless of the outcome. Ultimately, we should focus on judging ideas, not people.

The advertising industry is experiencing a significant shift, with agencies being impacted by streaming platforms and creatives. Contrary to popular belief, this shift is not solely caused by technology. For instance, while there was a lot of buzz around NFTs and Metaverse, they didn't necessarily translate into profits for our clients. If we want to connect with our audiences and make money, we must focus on the content that's being created and shared on platforms like TikTok. Content creators are now leading the charge and challenging the once dominant and arrogant advertising networks.

Manuel Bordé. He's transformed commerce into a more attractive area of advertising, and now agencies are trying to catch up.