Marina Stern Interview(s)

Always important to stay up to date with what's happening in our industry, especially when we'll be seeing entries from all over the world.

Diverse knowledge and backgrounds can be extremely enriching for discussions. That being said, I do believe when it comes to awarding the work there has to be a clear stand on what exactly is being awarded (for instance, a terrible social post by a super popular celebrity might get great traction, likes, shares, comments... but that does not mean the idea itlsef deserves to be awarded in an advertising festival). It's important to stay true to the criteria that PHNX would like to guide the outcome, the winners. And for that, which people are right to have the final say in the festival is crucial.

Extremely inclusive for entry-level creatives, strategists & designers, not so much in terms of guaranteeing the quality of the work that judges will be reviewing. This beautiful idea would perhaps benefit from two rounds of judging with a first cut made by reps of adforum or volunteers at large, handing over this shortlist to a second set of fresh eyes.

There is no formula, in fact, groundbreaking work is more original than the lot by definition.
What I can say is that with a trully outstanding idea, you know it when you see it.

Cutbacks on client spending, which often leads to agencies doing more of what they are supposed to do and less of what they truly believe in, the need to interact with and entice younger generations that are full of contradictions and singularities, and of course the rise and development of generative AI.

Nicolás Massimino - Rafael Segri - Haroldo Moreira