Eric Bech Interview(s)

PHNX Jury Interview 2024

Why did you think it was important to join the PHNX jury this year?

I think it is one of the best creativity festivals I know. It rewards ideas, talent and without a doubt it is the logo that all creatives want to put our photo next to.

What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?

It seems to me to be one of the greatest successes because it takes into account all the angles and needs of communication. The cases are subjected to a 360 view. That is why the entire industry hopes to see the winners of each edition. They are very inspiring results-oriented cases.

What do you think of the idea of free entry until the shortlist stage?

I think it's fabulous because it brings the profession closer to everyone. In addition, it allows the youngest to have full access to the cases.

How would you define the perfect PHNX Awards winner?

It is a recipe of three ingredients:
groundbreaking idea, excellence in execution and impact on society.

What is having the biggest impact on creative trends at the moment?

Without a doubt the greatest impact has been technology; from the metaverse to AI.
I hope that soon we will normalize that technology and supports are advancing more and more and we will return to the essence, seeking powerful consumer insights.

Who would you nominate as your two or three “creatives of the year”?

Natxo Díaz: Global head of craft at VML Health
Manir Fadel: President & CCO of Grey Brazil