Jose Covarrubias Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
To learn about trends around the world, hoping to contribute my knowledge of advertising by judging each piece in the category in which I have expertise.
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?
The disciplines that are focused on digital things and also the activations and all experiential that leave a mark on the public or special relevance of remembrance.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Latin America is the region that dominates creativity, and the market that you should pay attention to is the Asian market.
What trends or cultural shifts do you think will define the most impactful creative work this year?
The trend that Gen Z is attacking is a market that is monopolizing great ideas, brand experiences that touch on points of special relevance, concepts that are made tangible. Technological concepts.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Always touch on all points of contact, see the trends that are in the world and be clear about the idea so that it is relevant to the generations, and always think about the effectiveness of the project.
Which creative minds are inspiring you the most right now?
To mention one in particular would be to discredit the other creative minds. I believe that in each project we can be inspired by different creative minds that lead us to a better result.
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