Juan Pablo Valencia Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
Because every year is a new opportunity to see, enjoy, and value the work done during the past year.
Furthermore, I truly believe that it is our responsibility as creatives and communicators to be a part of these types of events as much as we can, so that we can celebrate and highlight the best works in the world, so that they inspire and show new generations the direction that ideas and creative solutions must follow.
Furthermore, I truly believe that it is our responsibility as creatives and communicators to be a part of these types of events as much as we can, so that we can celebrate and highlight the best works in the world, so that they inspire and show new generations the direction that ideas and creative solutions must follow.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
I think this combination of "teamwork" is fantastic!
It is like the current world in which we live, a mixture of all types of talents, opinions, visions, experiences, cultures, which instead of subtracting what it does is add, generating through a synergy, a much more serious and objective results for the works in competition.
We all know that behind a good idea there are many people involved, and this form of evaluation does it in the same way.
Maybe in the next few years I would love to see consumers/users involved and also judging...
Ultimately what we do is for them, obviously through brands and products, but the end audience is really important in shaping our industry, so I'd love to hear their thoughts on this matter.
Today brands should not exist only to sell their products and make money, but to shape and improve the world in which we live, reinforcing and transmitting true values, because they undoubtedly have the power and potential to do so.
It is like the current world in which we live, a mixture of all types of talents, opinions, visions, experiences, cultures, which instead of subtracting what it does is add, generating through a synergy, a much more serious and objective results for the works in competition.
We all know that behind a good idea there are many people involved, and this form of evaluation does it in the same way.
Maybe in the next few years I would love to see consumers/users involved and also judging...
Ultimately what we do is for them, obviously through brands and products, but the end audience is really important in shaping our industry, so I'd love to hear their thoughts on this matter.
Today brands should not exist only to sell their products and make money, but to shape and improve the world in which we live, reinforcing and transmitting true values, because they undoubtedly have the power and potential to do so.
What do you think of the idea of free entry until the shortlist stage?
It is a very good gesture to support agencies that have less budget, and therefore do not have the same exposure and attention as other large ones that do.
It is evident, for example, that there are many excellent works that are not seen at Cannes Lions and others festivals, that are impossible to take part due the cost, but that deserve to be recognized.
In this way, PHNX opens a door and a window, welcoming agencies and ideas that deserve a look: we see work from anywhere in the world, from any size agency or client, and so our market expands and grows together, by including all of us. This inclusion and equity helps everyone grow and be measured by the same criteria.
Even agencies that after the shortlist do not have enough budget to continue in competition will at least know that their work deserves to be recognized.
Be careful, a finalist in this type of festival is very good!
It is excellent because of the international nature of the PHNX festival.
It is evident, for example, that there are many excellent works that are not seen at Cannes Lions and others festivals, that are impossible to take part due the cost, but that deserve to be recognized.
In this way, PHNX opens a door and a window, welcoming agencies and ideas that deserve a look: we see work from anywhere in the world, from any size agency or client, and so our market expands and grows together, by including all of us. This inclusion and equity helps everyone grow and be measured by the same criteria.
Even agencies that after the shortlist do not have enough budget to continue in competition will at least know that their work deserves to be recognized.
Be careful, a finalist in this type of festival is very good!
It is excellent because of the international nature of the PHNX festival.
How would you define the perfect PHNX Awards winner?
Obviously the Grand Prix and Gold are the most prestigious and dreamed of, but as I said before, being awarded at any level - even being a finalist - seems like a great achievement to me, considering the strong competition that exists in each category.
What is having the biggest impact on creative trends at the moment?
Everyone is now talking about AI, and all its variants...
But as I said before, and due to the power that brands have as leaders - even much more than the people considered leaders today -, my opinion is that all work that covers social issues looking for a real and concrete solution, brands that get involved seriously, they are current and relevant, so this ones generate the greatest impact.
Campaigns focused on solving, helping to improve the world we live in have more impact than anything else. They become emblems and voices in the face of the thousands of real problems that exist and that AI has not solved.
But as I said before, and due to the power that brands have as leaders - even much more than the people considered leaders today -, my opinion is that all work that covers social issues looking for a real and concrete solution, brands that get involved seriously, they are current and relevant, so this ones generate the greatest impact.
Campaigns focused on solving, helping to improve the world we live in have more impact than anything else. They become emblems and voices in the face of the thousands of real problems that exist and that AI has not solved.
Who would you nominate as your two or three “creatives of the year”?
It seems to me that three is a minimum amount :)
I'm sure that in each country or region there is more than one that has done a great job!
Unfortunately, not everyone sees the hard and silent work that is done in less exposed regions, however, I am sure that if we not only studied what was achieved but also where it was done (the context, culture, etc.), the list of creatives and clients would expand considerably!
I'm sure that in each country or region there is more than one that has done a great job!
Unfortunately, not everyone sees the hard and silent work that is done in less exposed regions, however, I am sure that if we not only studied what was achieved but also where it was done (the context, culture, etc.), the list of creatives and clients would expand considerably!
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