Georges Serhan Interview(s)
PHNX Jury Interview 2024
Why did you think it was important to join the PHNX jury this year?
First and foremost, joining the PHNX jury this year isn't just a one-time decision; it's a commitment I would make every year without hesitation.
As a Creative Director, I believe it's crucial to stay connected to the pulse of our industry, remain inspired, and to consistently push creative boundaries. Therefore, serving as a member of the PHNX jury seamlessly aligns with these principles."
The AdForum PHNX 2024 represents a unique opportunity to contribute to a platform that celebrates creativity from a diverse array of backgrounds and perspectives.
I see this as a chance not only to offer valuable insights and feedback to fellow creatives worldwide, but also to be inspired by the innovative ideas and perspectives that undoubtedly emerge throughout the judging process.
Moreover, the PHNX Awards' commitment to accessibility , inclusivity and democracy resonates deeply with my own values, as it ensures that creative excellence is recognized based on merit rather than financial means.
Lastly, being part of the PHNX jury this year allows me to play a role in shaping the future of creativity while celebrating the remarkable talent within our industry.
As a Creative Director, I believe it's crucial to stay connected to the pulse of our industry, remain inspired, and to consistently push creative boundaries. Therefore, serving as a member of the PHNX jury seamlessly aligns with these principles."
The AdForum PHNX 2024 represents a unique opportunity to contribute to a platform that celebrates creativity from a diverse array of backgrounds and perspectives.
I see this as a chance not only to offer valuable insights and feedback to fellow creatives worldwide, but also to be inspired by the innovative ideas and perspectives that undoubtedly emerge throughout the judging process.
Moreover, the PHNX Awards' commitment to accessibility , inclusivity and democracy resonates deeply with my own values, as it ensures that creative excellence is recognized based on merit rather than financial means.
Lastly, being part of the PHNX jury this year allows me to play a role in shaping the future of creativity while celebrating the remarkable talent within our industry.
What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?
The hybrid jury model is truly exceptional, as it brings together not only creatives but also strategists, journalists, clients, and professionals from diverse sectors of our industry. This ensures a comprehensive and well-rounded perspective in the evaluation process.
Such approach reflects the multifaceted nature of our industry, acknowledging that creativity and its assessment are not solely confined to the creative department. This leads to more holistic and insightful judgments, embodying the concept of "Pervasive Creativity" advocated by David Ogilvy.
Moreover, I believe this hybrid jury composition enhances the credibility and relevance of the awards, making the recognition even more meaningful.
Such approach reflects the multifaceted nature of our industry, acknowledging that creativity and its assessment are not solely confined to the creative department. This leads to more holistic and insightful judgments, embodying the concept of "Pervasive Creativity" advocated by David Ogilvy.
Moreover, I believe this hybrid jury composition enhances the credibility and relevance of the awards, making the recognition even more meaningful.
What do you think of the idea of free entry until the shortlist stage?
"Well, 'Your creativity counts – NOT YOUR CASH" says it all.
By removing financial barriers at the entry phase, the focus shifts entirely onto the quality of ideas and execution, which ultimately leads to a more equitable and merit-based selection process.
This approach also encourages a broader range of submissions, enriching the pool of entries.
I believe such an approach reflects the uniqueness of the "PHNX Awards " positioning as "the world’s most accessible and democratic awards show."
By removing financial barriers at the entry phase, the focus shifts entirely onto the quality of ideas and execution, which ultimately leads to a more equitable and merit-based selection process.
This approach also encourages a broader range of submissions, enriching the pool of entries.
I believe such an approach reflects the uniqueness of the "PHNX Awards " positioning as "the world’s most accessible and democratic awards show."
How would you define the perfect PHNX Awards winner?
In my perspective, defining the perfect Award’s winner hinges on several key factors.
1- The uniqueness of the idea.
The idea should be bed based on a genuine human insight, resonating deeply with its target audience.
Additionally, this insight should be relevant to the specific region or area where the idea was implemented, showcasing a deep understanding of local and cultural contexts.
2- The tangible impact or results of the idea are crucial.
A winning entry should demonstrate a significant change in human behavior or bring measurable positive outcomes.
3- Alignment with the Brand
Each brand has its own identity, mission, vision, and a specific positioning that diffrentiates it from other brands. An innovative idea that aligns with the brand's essence and cannot be easily replicated by another similar brand is a winning one in my opinion.
Lastly, The simplicity of the execution plays a big role.
The idea should be executed in a way that is easily understandable, clearly designed and to be capable of reaching its target audience and broader one would be impactful.
These four criteria collectively define the perfect PHNX Awards winner, embodying creativity, effectiveness, relevance, and simplicity.
1- The uniqueness of the idea.
The idea should be bed based on a genuine human insight, resonating deeply with its target audience.
Additionally, this insight should be relevant to the specific region or area where the idea was implemented, showcasing a deep understanding of local and cultural contexts.
2- The tangible impact or results of the idea are crucial.
A winning entry should demonstrate a significant change in human behavior or bring measurable positive outcomes.
3- Alignment with the Brand
Each brand has its own identity, mission, vision, and a specific positioning that diffrentiates it from other brands. An innovative idea that aligns with the brand's essence and cannot be easily replicated by another similar brand is a winning one in my opinion.
Lastly, The simplicity of the execution plays a big role.
The idea should be executed in a way that is easily understandable, clearly designed and to be capable of reaching its target audience and broader one would be impactful.
These four criteria collectively define the perfect PHNX Awards winner, embodying creativity, effectiveness, relevance, and simplicity.
What is having the biggest impact on creative trends at the moment?
In today's fast-paced world, where change happens overnight, every moment holds something new.
From my perspective, two main factors are significantly impacting creative trends:
1- The rapid advancements in technology and particularly the rise of Artificial Intelligence (AI) in audio, video and image processing along with Augmented Reality (AR), Virtual Reality (VR) and HoloLense.. are revolutionizing how we communicate/engage and offer new possibilities for creative expressions, such as immersive storytelling and personalized experiences, driving innovation across various sectors.
For example, we've recently witnessed the integration of CGI technology into conventional advertising mediums, a combination that was previously unimaginable.
2- The different SM platforms like TikTok, SnapChat… are providing brands new ways to explore, engage and connect with their audiences, paving the way for marketers and creatives to explore unprecedented levels of interactivity in their content creation.
Furthermore, the ongoing emphasis on sustainability and social responsibility (pollution, diversity, mental health awareness…) are driving creatives to explore new approaches to their work.
From my perspective, two main factors are significantly impacting creative trends:
1- The rapid advancements in technology and particularly the rise of Artificial Intelligence (AI) in audio, video and image processing along with Augmented Reality (AR), Virtual Reality (VR) and HoloLense.. are revolutionizing how we communicate/engage and offer new possibilities for creative expressions, such as immersive storytelling and personalized experiences, driving innovation across various sectors.
For example, we've recently witnessed the integration of CGI technology into conventional advertising mediums, a combination that was previously unimaginable.
2- The different SM platforms like TikTok, SnapChat… are providing brands new ways to explore, engage and connect with their audiences, paving the way for marketers and creatives to explore unprecedented levels of interactivity in their content creation.
Furthermore, the ongoing emphasis on sustainability and social responsibility (pollution, diversity, mental health awareness…) are driving creatives to explore new approaches to their work.
Who would you nominate as your two or three “creatives of the year”?
While there are many deserving candidates, for me these two individuals stand out for their exceptional creativity, influence, and contributions to the world of advertising and creativity.
1- Juliana Paracencio- Global Creative Director- Ogilvy UK
2- Rayyan Aoun-ECD WT-KSA
1- Juliana Paracencio- Global Creative Director- Ogilvy UK
2- Rayyan Aoun-ECD WT-KSA
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