Ivan Loyo Interview(s)

It´s essential for me to continue knowing, delve even further and participate with the talents of this industry from all over the world in events like this, which are recognized worldwide, it´s without a doubt important for my career as a creative, as a publicist, for this reason I wanted to participate as a PHNX jury this year.

Collaborating with a hybrid jury is fantastic for me. An advertising campaign involves many more people and not just creatives. For an advertising campaign to be successful, strategists, planners and clients are involved to reinforce the development, production and success of the campaign. Collaborate with these people as juries, without a doubt the awards awarded will be truly qualified by experts in the field, their recognitions will be truly recognized.

It's a very good thing. In most creative festivals, to participate you have to pay for each campaign, and the cost is undoubtedly very high. I have known incredible advertising campaigns with very good results, when wanting to participate in these festivals it is very expensive to pay the price to do so, therefore, those ideas are no longer known or recognized. Free entry is undoubtedly a great help for the participation of good ideas that deserve to be there. If an idea has already been recognized as good and deserves to grow, the advertising agency or client will certainly pay to remain in the contest and receive a prize.

The perfect winner of the PHNX awards would be the campaign that does a perfect or almost perfect job in each of the processes that helped create and achieve its objectives. I mean good MKT research and strategy, business strategy and of course creative thinking, development and production, without a doubt, when all these elements are united, it will be an incredible job, it will be perfectly recognized.

The creative trends that are having the most impact in recent years are social campaigns. In creative festivals such as Cannes, NY Festival, Clio, The One Show, these social campaigns were the ones that captured the participation, obviously the most awarded were in this area.

My nominees for creatives this year would be:
Gaston Bigio and Alselmo Ramos from Gut Latam.
Sergio Gordilho from Africa (Brazil Agency)
Pancho Cassis by David Madrid.