Cristina Alvear Interview(s)

I believed joining the PHNX jury this year was essential because it's clear the awards are not just recognizing talent but also pioneering a shift towards making the industry more democratic, fair, and inclusive. Each year, the PHNX Awards showcase an increasingly unexpected lineup of jurors, reflecting a commitment to diversity and innovation. Being part of this jury means contributing to a movement that's reshaping how awards, and subsequently advertising, embrace broader perspectives and inclusivity. It's an exciting opportunity to be at the forefront of change, ensuring the industry becomes more accessible and equitable for everyone.

By incorporating diverse perspectives into the judging criteria, we have the opportunity to recognize and award works not just for their creativity but also for their feasibility. Moreover, it would be fascinating to see which pieces receive awards when the decision-making table is not limited to top creatives alone.

I believe this approach offers a more equitable system. By allowing agencies and individuals unlimited entry submissions and requiring payment only for those that get shortlisted, we're likely to see an increase in the number of entries. This method removes financial barriers, encouraging broader participation and showcasing a wider range of talent and creativity.

An original creative idea that perfectly aligns with the client's strategic objectives and simultaneously generates a positive social impact.

Emerging technologies, social causes, environmental sustainability, mental health awareness, and brand authenticity. These elements are reshaping how content is created, shared, and consumed, urging brands to adopt more innovative, responsible, and genuine approaches to connect with their audiences. Whether it's leveraging the latest digital advancements, advocating for social justice, prioritizing eco-friendly practices, addressing mental health openly, or ensuring authenticity in every message, these trends are guiding the creative industry towards a more inclusive, sustainable, and empathetic future.

Victor Mattoni, Jonnathan Rodríguez