Javier Maldonado Interview(s)

Every year in advertising is radically different from the previous one. After my experience as a jury member in 2023 and having the fortune of winning more awards, one becomes more mature and develops a stronger criterion for judging the pieces. I hope to bring that maturity to evaluate the participating work in a more objective way.

I feel that advertising needs to fully embrace and revere humor; respect it and give it the place it deserves. Well-crafted humor is key to keeping advertising fresh, regardless of the new formats and trends that appear over time.

At the risk of sounding too diplomatic, every region always has its bright moments throughout the year and the big names are always at the top. However, I think that right now in Latin America, Mexico is carrying the flag of creativity through some very interesting territories.

Even though trends change rapidly, I feel that the most impactful work lately is the kind that focuses on the product and the brand—where the idea or execution is built around what the product or brand can do for people. At the same time, I see that ideas that ring the cash register are making a significant impact. While purpose-driven campaigns and “save the world” ideas still exist, today, product experiences and initiatives aimed at driving business and boosting sales are creating a considerable impact.

The best advice I can give is that the only way to know if an idea is great or has the potential to be great is to have it compete in festivals. Let it be shown, let the world see it. Let the world have its say and let its true value be known.

I currently have tremendous respect and admiration for the work of Luis Madruga Enríquez (VML Mexico). And for many years, I have also had great respect and admiration for the work of Tomás Ostiglia (Lola MullenLowe).