Nihal Atawane Interview(s)

What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?

I think diverse perspectives on advertising are critical. My advertising career has spanned three different countries and cultures, so I hope I can bring a global perspective to the work.

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?

Since AI is the elephant in the room across all creative formats currently, I think the best or most creative use of AI is a discipline I'd be interested to see.

I also think ethical advertising needs more recognition or a boost (work done for non-profits or social causes, whether pro-bono or not)

Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?

Brazil always brings forth some of the best talent in the market. I might be biased here, but I think Indian creatives need a spotlight

What trends or cultural shifts do you think will define the most impactful creative work this year?

I think we'll see a lot more humor in advertising this year since there's a lot of cultural anxiety and dread.

Besides humor, we'll also see an increasing and varied use of AI in advertising

If you could give one piece of advice to agencies and creatives submitting their work, what would it be?

Our industry is struggling to prove the value we bring to clients and their businesses, especially with the looming threat of AI. We need to focus on work that is unmistakably human, and can prove to clients that creativity can push bottom lines.

Which creative minds are inspiring you the most right now?

Miklas Manneke, a CD at Anomaly. He's challenging conventional agency roles and titles.
Gustavo Santaolalla, with his unique and almost minimal approach to music.