Sílvia Spinola Interview(s)

Joining the PHNX jury this year is an incredible opportunity to connect with the future of our industry. It provides a space to share knowledge and recognize the vibrant creativity of young talents, promoting a standard of excellence that inspires the entire community. Additionally, it allows me to interact with extremely promising young talents, whose innovative work offers both personal and professional renewal.

This diverse makeup ensures a well-rounded perspective on the work being judged, reflecting the multifaceted nature of our industry. It encourages a more holistic evaluation of entries, not only in terms of creativity but also their strategic impact and relevance to different stakeholders. Moreover, this blend of expertise fosters richer discussions and debates, potentially leading to more insightful and meaningful recognition of excellence. It’s a model that truly embraces the complexity and collaboration inherent in today’s advertising and marketing landscapes.

The concept of free entry until the shortlist stage is innovative and inclusive, significantly lowering barriers for participation, particularly for smaller entities and newcomers with limited resources. This approach not only diversifies the pool of entries with fresh, creative ideas but also maintains high standards by ensuring that only top-quality work advances. Such a model democratizes the competition, making it more accessible and attractive, while still emphasizing excellence in the submissions that move forward.

The ideal PHNX Awards winner combines outstanding creativity with effective strategy, presenting innovative work that achieves significant impact and resonates with audiences. This winner sets new industry standards, pushing creative boundaries while also demonstrating ethical practices and a commitment to social responsibility.

Technology, particularly artificial intelligence, and the evolution of social media. AI is reshaping content creation, offering new ways to design and interact with consumers through personalization. Social media, with its rapid changes, pushes for innovative content formats like short-form videos, popularized by platforms like TikTok, influencing how brands engage with audiences and shape their digital presence. These factors are fundamentally altering the landscape of creativity, driving brands to adopt more dynamic and technologically integrated approaches

Alessandra Gomes _ ECD Mccann Health
Renata Maia _ CCO Ogilvy Health NY
Bruno Abner_ ECD Grey Group