Nayeli Valero Interview(s)

Being part of the PHNX Jury is an exciting opportunity to celebrate bold creativity. What motivates me most is the chance to recognize work that not only stands out but also challenges rules and resonates deeply in an emotional way with their audiences. As a Strategic Planner, I thrive on uncovering powerful insights and cultural ideals that through out communication. I hope to bring a fresh perspective that balances strategic thinking with creative excellence, ensuring that the most innovative ideas get the recognition they deserve.

Nowadays, creativity is more fluid than ever and it´s breaking traditional formats. I think there’s a growing need to recognize work that seamlessly integrates strategy, culture, and technology in unexpected ways. Areas like community-driven storytelling, and brand experiences that go beyond communication, such as product innovation or interactive campaigns, deserve more recognition. It means, into real human tensions, rather than just aesthetics or trends, should have more visibility in awards festivals. The industry needs to celebrate ideas that not only look good but also move people, shift perceptions, and create lasting impact.

There are always the usual powerhouses like the U.S., the U.K., and Spain, which consistently push creative boundaries. However, I think regions in Latin America are bringing a fresh, culturally rich, and often more daring perspective to the table.
As for emerging markets, I’d keep an eye on South America. Places like Colombia, Brazil, Argentina, and my country Ecuador are producing work that is not only creatively outstanding but also deeply rooted in cultural and strategic narratives and local behaviors. We are proving that great and local ideas don’t just creative, but smart, insight-driven thinking that connects with people in a meaningful way, reaching global recognition and having an increasing presence in global awards.

This year, the most impactful creativity will come from brands shifting from ‘storytelling’ to ‘story-doing,’ creating real actions that resonate with audiences. I also think community driven creativity and raw, unpolished formats will also take center stage. Additionally, AI will push creative execution to new levels, enabling innovative formats, interactive experiences, and dynamic content that redefine engagement of the campaings.

Make it simple, make it meaningful. A strong idea doesn't need over explaining, its power should be immediately felt. I think it´s important to show not just the creative excution, but why it mattered, and let the insight shine through. The best work is the kind that sticks with people long after they’ve seen it.

Right now, I’m inspired by creatives who blur the lines between strategy, culture and innovation – whether it’s agencies redefining storytelling in their own cases, creatives using AI in unexpected ways or brands creating experiences that feel truly human. More than the big names, I’m drawn to minds that dare to experiment, break conventions and make creativity feel exciting and relevant. And that’s actually how I feel about my current team and the creatives around me, who inspire me and every day I learn something from them and the different areas they work in.