Luis Alburqueque Interview(s)

What excites me about PHNX this year is seeing a wide range of valuable and diverse creativity, shaped by many perspectives and talented minds. Being part of the process and judging these great ideas is incredibly enriching as a creative. This year, I bring my experience and intuition to the judging process, aiming to provide the most detailed feedback possible and contribute to the growth of the creatives behind the ideas.

I believe that today, we should recognize and celebrate simple, effective creativity—the kind that is memorable and deeply human, that moves us, makes us laugh or cry, that makes us sing and remember. In a world flooded with ads and messages, only a few truly connect with people, and that is something worth applauding and recognizing.

I’ve always admired advertising in the United States—it’s different from my perspective, very direct and distinctive. Just looking at the latest Super Bowl commercials, it’s clear that they set much of the global creative direction. But I’ve also always admired the way we, as Latinos, approach advertising. I believe the industry in Latin America is growing rapidly, pushing creativity to extraordinary levels. We’re winning awards in global competitions and exporting talent to other markets.

I come from Peru, a country that might be considered a small market, but its creative level is just as strong as many others. I’m confident it will continue to grow, giving us plenty of reasons to celebrate.

Today, we see that current events drive the conversation, covering a wide spectrum—from politics to music events. However, there’s a growing trend in the use of public figures, such as musicians, actors, influencers, and more. What they do in their public lives and the impact of their words are things that many brands are leveraging to create advertising.

This advice is influenced by my current agency, but I would simply say: trust your Gut.

Today, the minds that inspire me to keep moving forward in this industry are the people closest to me—from my bosses to the team I lead. They all teach me every day that passion for this profession is a true gift.