Midas Awards Grand Jury Spotlight - Pancho González
The Midas Grand Jury includes prominent client and agency leaders from the creative and marketing disciplines, as well as internationally recognized experts in financial policy and communications from around the globe. The jury awards Midas Gold and Silver Ingots to the highest scoring entries, and award the Grand Midas to the entry considered “Best in Show.” The results of the jury are parsed in an annual rankings brief, The Midas Report and The Midas Brand Report —a veritable who’s-who in the world of financial services advertising.
The 2016 Midas Awards welcomes Pancho González, Chief Creative Officer & Co-Founder of Inbrax Chile to the 2016 Midas Grand Jury. Throughout his career, Pancho has worked with prominent international brands like Cencosud, Domino’s Pizza, 3M, Jumbo Hypermarkets, Duracell, Sony Ericsson, BancoEstado, Amnesty International, Natura, Movistar, Blockbuster, Publimetro, Unilever, KFC, British Airways, Bata, Tramontina and Parmalat among others. He’s been ranked as the number 3 overall Chilean creative director by Lüerzer’s Archive and with more than 100 national and international recognitions, Pancho is one of the most influential creatives in his market.
In the interview below, Pancho spends a few minutes sharing his thoughts on joining the Midas Awards Jury, the challenges and benefits to judging work from around the globe, his take on financial advertising has changed throughout the years and more.
Midas Awards: Why did you agree to participate on the Midas Awards Grand Jury?
PG: There are lots of festivals around the world, many creatives on the planet, and different cultures around the globe. Being part of a judging panel like this is an opportunity that I won’t pass up. Especially when we are talking about judging the best creative work in the financial market, a category that usually is poor creatively speaking. I always accept invitations like this because it provides and opportunity to learn and discover. My curiosity of learning and discovering always triggers me to accept invitations like these. I simply cannot resist.
Midas Awards: Is it difficult to judge work from other countries around the globe? What are the challenges and benefits?
PG: For me it is not difficult. I've been traveling here and there and I have my takeaways from every place and culture that I visited. When I'm judging an entry from a country that I never visited, it’s a chance to learn from that culture immediately.
The world has turned into a one global market, countries have the same necessities, the same insights, and almost same consumer behaviors, so it’s easy to track and evaluate the creative strategy. The hard thing is to evaluate something that is attached to a cultural topic that worked in that particular country and only in that place. Usually an idea that is market specific will not translate, and that often happens resulting in that entry not receiving an award in that competition.
Midas Awards: What’s the biggest challenge to working in financial advertising? What’s on the horizon for financial marketing and advertising?
PG: The biggest challenge is to align financial goals with communications and creative. Money goes in and money goes out. As creatives we have to confront the challenge of having limited time to solve client's brief, at times the initial campaign has not yet aired and a new brief has already arrived.
If the economic environment is healthy and wealthy, then there’s a rhythm, but what if the economy fails? The perfect storm comes for creatives who work on this category, offering discount rates invade newspapers pages and more. Fortunately, even with this scenario, creativity still stands out, creating a new financial language through unexpected brand characters and other tricks that really engage with consumer insights.
Midas Awards: How has financial advertising changed since you started working in the industry?
PG: The early eighties creative was really heavy and boring, just info, too establishment and status quo. The nineties started the retailing of the whole financial industry, special offers, jingles, credit sales, brand characters, buy one and get two offers. The beginning of this century the digital world came into the scene to connect with a new generation of consumers: millennials.