Berg Freire Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
AdForum has a global name in advertising, and this opportunity allows me not only the great responsibility of judging innovations and new developments in the market but also enriches my creative background.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
Plurality is the name. In a globalized world, the more we can have opinions from the most varied people, the better to make a fair and highly qualified judgment.
What do you think of the idea of free entry until the shortlist stage?
A great opportunity for more creatives to submit their work. Making sure that we only invest a certain amount in the possible award phase makes more and more people want to participate.
How would you define the perfect PHNX Awards winner?
The winner must have the most globalized thought and idea possible. Make it easy to understand anywhere on the planet. Regardless of which language you are using. The good idea doesn't need subtitles.
What is having the biggest impact on creative trends at the moment?
I believe that the media ohh came back with everything and came to stay on top for a long time.
Who would you nominate as your two or three “creatives of the year”?
I prefer to be away here. Creativity has no better or worse name. What counts is the idea. Sometimes we have brilliant ideas and sometimes we don't. But that doesn't say who is better than who.
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