Peter Michael Willer Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
I like the concept of accessibility in terms of how you approach fees. In connection to this, I also look forward to see and judge all the great work, maybe also some of the projects that has not been entered elsewhere
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
A hybrid jury helps in getting different eyes on the ideas. New perspectives and diversity is important, so all the help or measures to ensure this, are important.
What do you think of the idea of free entry until the shortlist stage?
As said earlier I find it an important part. And as marketing and advertising is often about Unique Selling Points - I think the free entry part is close to a raison d'etre for PHNX.
How would you define the perfect PHNX Awards winner?
Great ideas and execution are important. Projects that don't mind trying out quirky things or combining things that on paper maybe would't fit together. Campaigns that achieve cultural significance or become part of popular culture should be rewarded.
What is having the biggest impact on creative trends at the moment?
The easy or textbook answer would be technology: AI or Social media like TikTok. Or the concept of Permacrisis. Hopefully environmental sustainability will overtake, sooner rather than later.
Who would you nominate as your two or three “creatives of the year”?
Rasmus Smith Bech (RSB) does wonders as ECD at BBC (it even rhymes)
+ his former boss at Uncommon, Nils Leonard.
+ his former boss at Uncommon, Nils Leonard.
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