Alejandro Tamayo Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
I am motivated by the same as always, to see the best of the work and talent that exists around the world, this is very stimulating and is a personal impulse to do a better job with my teams and I can bring just that to the festival, that vision, ambition and criteria that I have accumulated over the years of experience.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
Definitely the content for social media every day occupies a more important chapter in our profession. It would be interesting if we had the possibility to evaluate ideas 100% of that style, organic, made even by users, not only by advertisers.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
The United States, Latin America and some European countries always bring the most outstanding work. But we must never lose sight of what is being done in Central America or Africa, which are emerging economies that every day bring a fresh and recursive way of doing things.
What trends or cultural shifts do you think will define the most impactful creative work this year?
For me, USER GENERATED CONTENT has a long way to go, it is what users are looking for, to generate their own content, I feel that the ideas that manage to hack this will transcend.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Inscribe the idea that made you suffer the most, that was the hardest to sell, that cost a lot to make real.
Those are the best ones.
Those are the best ones.
Which creative minds are inspiring you the most right now?
They are not minds, they are tools. I am very impressed by all that artificial intelligence can do, not only in our profession. To think that this tool could cure diseases in the future is certainly inspiring. And in that order of ideas, how people understand this and generate their own opinions or content, I love to see the creativity of people to do things.
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