Marcelo Mariano Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
To have visibility of the best work made in the USA and the Globe, not just by the traditional Advertising agencies, but by all different players that sometimes are absent in the most traditional awards. It's also an amazing learning opportunity.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
I think it's connected to what's happening in Advertising today. The creative product is just the result of the hard work of so many different people with different expertise and in many different areas. Today, being creative is as essential as being business effective.
What do you think of the idea of free entry until the shortlist stage?
In my perspective, it's a good thing. The free entry will increase the volume of creative work and consequently the chances of having great work. However, people tend to connect it with the quality and prestige of the award, and can damage a bit the reputation.
How would you define the perfect PHNX Awards winner?
Depends on the category, but in the World full of information we live, the winner needs to be disruptive in a way. It must call attention to new social perspectives, twists in cultural behaviours or unusual craft and technology.
What is having the biggest impact on creative trends at the moment?
AI is the biggest thing now, not just as a tool but also as a cultural element that's disrupting the way we live and work.
Who would you nominate as your two or three “creatives of the year”?
Denise Rosseto, CCO from Broken Heart Love Affair. She's creating not just great work recognized by the whole industry, but also is building a agency with a very strong creative DNA that's influencing Canadian industry.
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