Alfonso Pacheco Interview(s)

I feel that the PHNX Festival has democratized access for all kinds of creatives, brands, and agencies to participate in festivals and showcase their talent. Being a juror at PHNX is important because it is the only festival where creatives from all over the world, at all levels, are judged. Having the perspective of each of them, I believe, lends much more validity to the winning ideas.

Advertising campaigns are way more than just being creative, you know? Making sure all perspectives are covered ensures that the award-winning ideas are solid from the get-go, both in their conception and execution.

Having free entry allows all creatives to feel motivated to participate, you know? Not all agencies support festivals equally, and there are freelancers out there with really great ideas but not always the cash flow. Giving them the option to have their idea seen is a huge opportunity. I'd even recommend that the winning ideas be reimbursed as recognition.

An idea that's well-built from the ground up, made to appeal not just to creatives but to people in general. One that manages to bring together the best of strategy, business needs, and creativity.

No doubt, what's having the biggest impact on creative trends is Artificial Intelligence. It's changing everything from design and writing processes to research methods, and even how people interact with their surroundings (just look at Google Lens, for example).

Henry Medina (Ogilvy Bolivia)
Sergio Gordilho (Arica BBDO)
Fernando Machado (NotCo)