Michele Mari Interview(s)

I am very happy to be on the PHNX jury this year because the organization promotes diversity within the juries. This is essential to ensure a fair and inclusive evaluation of the submitted work. By involving professionals from different contexts such as young creatives, copywriters, artistic directors, marketing experts, journalists and other communication figures, the PHNX not only offers this opportunity to a wider spectrum of professionals, but also enriches the evaluation process with different perspectives producing more interesting results. In an industry that seeks to stay away from the homogeneity of juries, PHNX's commitment to inclusiveness ensures that new perspectives and ideas are presented, ultimately leading to more comprehensive and equitable recognition of talent. Fully espousing these values, I look forward to contributing to PHNX's mission of promoting inclusivity and innovation in creative assessment.

I believe it is a rewarding approach because it allows, during the evaluation phase of the works, to have different points of view which cover all areas of the industry. This translates into a super stimulating comparison and inevitably leads to more "complete" results.

The fact of not having entry fees, I believe, can be an additional incentive to participate for structures, freelancers and self-employed people who are perhaps a little thoughtful (rightly so) about carefully evaluating where to register their projects. Many colleagues, at times, have told me that they have had to give up a competition rather than a category due to lack of budget. And I think it's a shame because there are so many great ideas, beautiful campaigns and talented creatives out there that deserve to be recognized and celebrated.

Let's say that the winner of the PHNX is the sum of all the values ​​of the competition condensed into a beautiful idea, a brilliant insight, a perfect strategy and excellent execution. It won't be easy, but I already know we'll have a lot of fun!

There are certainly several factors that are influencing creative trends in today's advertising sector. The digital landscape certainly has (and still does) a significant impact with the proliferation of social media platforms, streaming services and emerging technologies such as the metaverse and artificial intelligence. We must constantly adapt ideas and strategies to engage audiences in new and innovative ways.
Additionally, past and ongoing (long-tailed) global socioeconomic and cultural changes, such as the pandemic and social justice movements, have had a profound impact on creative trends. Themes of resilience, empathy and social responsibility are increasingly present in campaigns as a response to society's concerns.
In summary, the convergence of digital innovation, evolving consumer expectations and socio-cultural dynamics are the main forces driving creative trends today. Being in tune with these influences and using authenticity in your campaigns, I believe, can generate a positive response from the audience.

There are so many, I don't think I can name just two or three. They are certainly agencies and/or creatives who have made the evolution of advertising language and attention to the sensitive issues of the world their winning weapon. Certainly on the top step of the podium there are beautiful ideas, which are always good for both those who do them and those who watch them.