Ivan Loyo Interview(s)

Being a jury member at PHNX 2025 is an incredible opportunity to discover ideas that challenge the established order and elevate creativity in our industry. I am motivated to be part of this festival where innovation and creativity are the protagonists, and where we can recognize the work that truly leaves a mark. My goal is to bring a creative perspective to the judging process, assessing not only the execution, but also the ability of the ideas to generate impact and authentically connect with audiences.

Creativity is constantly evolving, and I believe that today more than ever it is key to recognize those ideas that transcend traditional formats. It is time to give more space to ideas that not only shine visually or conceptually, but that truly generate a tangible change in culture and society. The social impact and the ability of an idea to authentically connect with people deserve more recognition in today's awards.

Latin America continues to demonstrate its creative strength with bold and culturally relevant ideas that have an impact on a global level. Countries such as Colombia, Brazil, Mexico and Argentina continue to lead with campaigns that combine strategy, emotion and impeccable execution. At the same time, it is important to look at emerging markets such as India, Indonesia and countries in Africa, where creativity is demonstrating some innovative proposals that challenge conventions and connect with audiences in fresh and authentic ways.

This year, the most impactful ideas will be those that connect quickly and authentically. Purposeful creativity will gain momentum, with brands not only telling stories but generating real impact. In addition, artificial intelligence will continue to power bolder and more emotional ideas, redefining the limits of creativity.

It's not just about being clever, it's about being relevant. The best creativity is not the kind that looks good in a case study, but the kind that impacts real life, solves problems and generates powerful results. If an idea doesn't move people or change something tangible, then it's just a TV commercial or a well-made graphic.

I´m inspired by minds that understand creativity as a tool to change reality, not just to win awards. Those who create ideas with real impact, that generate conversation. That is the case of Anselmos Ramos, Gaston Bigio of GUT, whose approach is to use creativity to generate social actions. I also admire Javier Campopiano, a Latino who has shown that Latino power is present all over the world.