Ignacio Porto Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
Being part of the jury is a great motivation to continue growing as a creative. Additionally, having the opportunity to connect with talent from other regions and learn about their ideas and ways of thinking is inspiring because all learning drives people to constantly improve. I hope to bring my more than 20 years of experience in the market and, above all, contribute to the search for fresh and relevant ideas.
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?
Every idea that breaks barriers and drives change deserves an award. However, today, with the challenges of connecting with Generation Z, I believe any idea that manages to reach them with authentic creativity and delivers good results deserves recognition.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
I believe that countries like the United States, the United Kingdom, Brazil, and Japan are currently leading the creative field, but it’s also important to consider countries like Mexico, Argentina, and Colombia, which are standing out across the region with their creativity.
What trends or cultural shifts do you think will define the most impactful creative work this year?
Diversity and inclusion are fundamental to reflecting the rich variety of human experiences. By incorporating different voices and perspectives, not only is the content enriched, but a space is also created where more people can see themselves represented and feel connected. This is especially important in a world where digitalization can sometimes make experiences feel superficial.
Moreover, authenticity and emotional connection are essential in this context. Audiences seek stories that not only entertain but also touch their hearts and reflect their own realities. In an information-saturated environment, genuine narratives and shared experiences can stand out and resonate more deeply.
Moreover, authenticity and emotional connection are essential in this context. Audiences seek stories that not only entertain but also touch their hearts and reflect their own realities. In an information-saturated environment, genuine narratives and shared experiences can stand out and resonate more deeply.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
From my point of view, the most important thing is that the pieces fulfill two objectives: they surprise me creatively, but also that the idea has generated a solution and its results are visible.
Which creative minds are inspiring you the most right now?
Today, for me, there is an agency that stands out globally, which is GUT. They are paving a new path where they have managed to combine technology, creativity, and excellent results in their ideas.
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