Maarten Verhey Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
I want to stay in touch with the advertising industry and be inspired by the work that others are creating. Also, I think it's important to share my view on the industry, to create a broader view and to improve the industry as a whole.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
A broad view is needed since most creative-related work in marketing, communication, and advertising surpluses the need for a tool or marketing mix. It's merely a complete package. Not only in upper brands but with the accessibility of creativity also in lesser-known brands. The ad spend and brand name shouldn't be the most important factor for success in this.
What do you think of the idea of free entry until the shortlist stage?
It's a great tryout and makes it more accessible for people like me to see what such a process entails.
How would you define the perfect PHNX Awards winner?
It's about the perfect mix of creativity, talent and execution.
What is having the biggest impact on creative trends at the moment?
AI. It creates opportunities of all sorts, but in the long term, it can affect creativity. Especially in terms of accessibility and the relation of the difficulty to create outstanding creative work.
Who would you nominate as your two or three “creatives of the year”?
Toon Donders, David van Hoorn
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