Pancho González 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 PHNX Jury 2025 is an opportunity to celebrate creativity that truly breaks barriers. My motivation lies in recognizing work that not only stands out but also challenges conventions, sparks cultural relevance, and leaves a lasting impact. As a global creative and juror in major festivals, I bring an international perspective and a keen eye for ideas that redefine the industry. I want to highlight bold, meaningful, and disruptive creativity—the kind that doesn’t just win awards but reshapes the way we communicate, think, and connect with audiences worldwide.
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?
Creativity is constantly evolving, and PNHX evolve with it. Disciplines like AI-powered creativity, immersive storytelling (AR/VR), and purpose-driven design deserve greater recognition. AI is no longer just a tool; it’s becoming a co-creator, pushing the boundaries of ideation and execution. Immersive experiences—from virtual worlds to interactive installations—are redefining how brands engage with audiences. Meanwhile, creativity with real-world impact, especially in sustainability and DEI (Diversity, Equity & Inclusion), should be at the forefront. We need to reward ideas that don’t just look great but change perspectives, behavior, and culture.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Right now, Latin America, Asia, and the Nordics are pushing the boundaries of creativity. Brazil, Argentina, and Mexico continue to deliver bold, emotionally charged work that blends cultural insights with fresh storytelling. South Korea and Japan are setting new standards in innovation, particularly in the fusion of tech, entertainment, and branding. Meanwhile, Scandinavia is mastering the art of minimalism and purpose-driven creativity, proving that less is often more.
As for emerging markets, India and Africa are forces to watch. India’s digital revolution is fueling highly engaging, insight-driven campaigns, while African nations like Nigeria and South Africa are blending tradition with modern narratives in a way that feels raw, real, and incredibly powerful. These regions aren’t just following trends; they’re creating their own and reshaping the global creative landscape
As for emerging markets, India and Africa are forces to watch. India’s digital revolution is fueling highly engaging, insight-driven campaigns, while African nations like Nigeria and South Africa are blending tradition with modern narratives in a way that feels raw, real, and incredibly powerful. These regions aren’t just following trends; they’re creating their own and reshaping the global creative landscape
What trends or cultural shifts do you think will define the most impactful creative work this year?
The most impactful creative work this year will be driven by authenticity, cultural relevance, and technological innovation. AI-powered storytelling, purpose-led branding, and nostalgia marketing will shape campaigns, as brands seek deeper emotional connections with audiences. The shift towards unpolished, real, and participatory content is redefining engagement, moving away from perfection and embracing raw storytelling and user-generated creativity. The brands that will stand out are those that are bold, human, and culturally aware, daring to break conventions and create meaningful impact.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
Be bold, be real, and be unforgettable. Don’t just submit work that looks good—submit ideas that challenge, move, and leave a lasting impact.
Which creative minds are inspiring you the most right now?
Right now, I’m inspired by global creative leaders who are redefining the industry with bold, culture-shaping work. Bruno Bertelli (Publicis), Susan Credle (FCB), David Droga (Accenture Song), Chaka Sobhani (Leo Burnett), and Rob Reilly (WPP) are driving some of the most impactful and innovative campaigns today. They understand that creativity is not just about ads—it’s about ideas that transform brands, industries, and culture. I also admire Nils Leonard (Uncommon), Laura Visco (ex-AKQA), and Rafael Rizuto (BBH USA) for their fearless, disruptive approach to storytelling. These minds aren’t just following trends—they’re setting them
.