Margherita Teodori Interview(s)

It's a pivotal moment for our industry. With AI becoming more prevalent and brands' needs shifting away from traditional advertising agencies, it's crucial to stay tuned to the evolving landscape and recognize the talent that's truly making an impact. Being part of the jury allows me to honor exceptional work in the industry and empower the next generation of creatives. Plus, it's a chance to stay plugged into emerging trends and innovative ideas, which helps me grow both personally and professionally.

A hybrid jury, blending diverse perspectives from across the industry, embodies the collaborative essence of our work. This inclusive approach not only mirrors our daily interactions but also enhances our understanding of industry dynamics. With participants ranging from creatives to strategists and clients, each viewpoint contributes uniquely to the judging process. Together, we ensure a comprehensive evaluation of the work, enriched by the richness of varied experiences and insights.

I believe the concept of free entry until the shortlist stage is a great way to encourage broader participation and inclusivity within the awards process. It allows a wider range of creatives, especially those from smaller agencies or independent backgrounds, to showcase their work without financial barriers. This approach democratizes the competition and ensures that talent is recognized based on merit rather than financial resources. Additionally, it fosters a more diverse pool of entries, leading to richer and more representative outcomes in the final selection.

The perfect PHNX Awards winner, in my opinion, would be a project that not only demonstrates exceptional creativity and innovation but also makes a meaningful impact on its audience or industry. It should showcase a deep understanding of the brand's objectives and effectively communicate its message in a unique and memorable way. The winning entry should exhibit strong craftsmanship, strategic thinking, and relevance to current cultural or societal trends. Ultimately, the perfect winner would inspire and set a new standard for excellence in the creative industry.

At the moment, several factors are influencing creative trends, but one of the most significant impacts comes from the rapid evolution of technology, particularly in the digital space. Emerging technologies such as artificial intelligence, augmented reality, and virtual reality are reshaping how brands engage with their audiences and creating new possibilities for storytelling and brand experiences. Additionally, the increasing focus on diversity, inclusion, and sustainability is driving creative trends towards more authentic and socially responsible messaging.

I'd nominate Giuseppe De Lauri as "creatives of the year." Giuseppe, a Senior Creative, has dedicated the past few years to diving deep into AI. I've had the privilege of collaborating with him on multiple projects, and his profound grasp of AI's evolution in our industry makes him a forward-thinking creative force. He tackles the future of communication with a critical mindset, not aiming to dismantle or sow fear but rather embracing the boundless possibilities technology presents for a fresh approach to Creativity.