Èric Bech Interview(s)

PHNX Jury Interview 2024

Why did you think it was important to join the PHNX jury this year?

I think it is one of the best creativity festivals I know. It rewards ideas, talent and without a doubt it is the logo that all creatives want to put our photo next to.

What do you think of our hybrid jury, featuring creatives but also strategists, clients and people from all corners of the industry?

It seems to me to be one of the greatest successes because it takes into account all the angles and needs of communication. The cases are subjected to a 360 view. That is why the entire industry hopes to see the winners of each edition. They are very inspiring results-oriented cases.

What do you think of the idea of free entry until the shortlist stage?

I think it's fabulous because it brings the profession closer to everyone. In addition, it allows the youngest to have full access.

How would you define the perfect PHNX Awards winner?

I think it is a recipe that must have three ingredients: Groundbreaking idea, excellent execution & impact on society.

What is having the biggest impact on creative trends at the moment?

We are in a very technological moment. It has been what has caused the most impact in recent years, from the metaverse to AI. I want to think that soon we will standardize the tools (whatever they are to come) and we will once again value the discovery of truly powerful consumer insights.

Who would you nominate as your two or three “creatives of the year”?

Natxo Díaz Global head of craft at VML Health
Manir Fadel President & CCO Grey Brazil