Wael Baytamouni Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
Soon i will be moving to a new level in my career to become a Creative Director. As part of the journey of improving my creative judgment, my Chief Creative Officer encourage me to take become a Jury for the first time ever.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
I've always felt that creativity is not the most challenging aspect of advertising. Ideas can come from anyone. But making the ideas serve a specific brief and a well tailored strategy is the most challenging aspect of it.
Therefore i do appreciate the hybrid jury approach.
Therefore i do appreciate the hybrid jury approach.
What do you think of the idea of free entry until the shortlist stage?
It's a double edged sword.
Very good opportunity for agencies that are unsure of their work to give it a go.
But more work on the judges for sure to filter the work.
When there's a fee, even if it's a small fee if we care to encourage agencies to enter, they will think twice before entering, which is also a very good practice.
They'll need to be sure that the work is at a specific standard that is worth the money they're paying.
Very good opportunity for agencies that are unsure of their work to give it a go.
But more work on the judges for sure to filter the work.
When there's a fee, even if it's a small fee if we care to encourage agencies to enter, they will think twice before entering, which is also a very good practice.
They'll need to be sure that the work is at a specific standard that is worth the money they're paying.
How would you define the perfect PHNX Awards winner?
The perfect PHNX Awards winner is the work that will make me feel jealous.
From Strategy to Idea to Execution.
From Strategy to Idea to Execution.
What is having the biggest impact on creative trends at the moment?
Data & Localization.
Who would you nominate as your two or three “creatives of the year”?
Saymon Medeiros: I've been following him for a while, he's doing a great job at AndUs.
Saleh El Ghatit: I've worked with him before, he has natural leader skills.
Saleh El Ghatit: I've worked with him before, he has natural leader skills.
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