Jules Cabigon Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
I felt like it was time. I've been trying to avoid being active in the industry (VERY strong impostor syndrome) for years, but I just came to the realization that if I don't do it now, when?
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 brilliant. Oftentimes, so many award shows fail to highlight the importance of "non-creative" people, but they are just as crucial in making sure that campaigns roll out according to plan.
What do you think of the idea of free entry until the shortlist stage?
Very fair. It gives boutique agencies a chance to showcase their work! Not everyone has deep pockets, so this move democratizes entry joining.
How would you define the perfect PHNX Awards winner?
Deeply-rooted in strategy, supported by client bravery, and inspired by the lives of consumers.
What is having the biggest impact on creative trends at the moment?
The internet, in general. There used to be a time that advertising would dictate pop culture, but now, that role has been taken up by the internet - if you're offline, you're losing big.
Who would you nominate as your two or three “creatives of the year”?
Adrian de Guzman of MLT Philippines. That's all I can think of.
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