Close-up of Pancho González - portrait

Pancho González, C2A Juror, Unveils the Art of Communication

Welcome to an exclusive interview with Pancho González, the Co-Founder & Chief Creative Officer of Inbrax Chile and a distinguished member of the Creative Communication Awards (C2A) jury board. Pancho González is not only a seasoned advertising professional but also an influential figure in the industry, with a track record of over 100 national and international awards. Let’s dive into the mind of this creative visionary and explore the world of communication through his lens.

Fun Facts About Pancho González

– Pancho studied advertising at the Universidad de Santiago in Chile and pursued an MBA at the Berlin School in Steinbeis University, Germany.
– He was the first Chilean to chair the jury of AME Awards in New York and has served as a juror on major advertising festivals worldwide, including Cannes, Clio Awards, and The New York Festivals.
– Pancho González is not just a creative mind; he is also actively involved in industry associations, serving as a Director at Achap (Chilean Advertising Association) and Director & VP at IAB.

About the Project: “Valuable Women”

Beyond his role as a C2A juror, Pancho is currently engaged in a captivating project titled “Valuable Women.” This initiative, created for the Chilean Government Mint, focuses on highlighting powerful women in Chilean history. The project aims to celebrate these women and choose the next one to be featured on the next banking note.

“Valuable Women” aligns with the diversity and inclusion (D&I) initiatives fostered at Inbrax through their conscious lab called Belong Lab. Pancho González invites the audience to explore collaboration opportunities and looks forward to the project’s continued success and recognition.

The Exclusive Interview with Pancho González

1. As a juror for the Creative Communication Awards (C2A) 2023, what specific criteria did you find most essential in evaluating submissions, and how did these align with the overall goals of the awards?

Pancho González: As a juror for the Creative Communication Awards (C2A) 2023, I believe that three specific criteria—originality, execution, and purpose—are of utmost importance when evaluating submissions. These criteria not only align with the overall goals of the awards but also play a pivotal role in identifying exceptional entries.

First and foremost, originality stands out as a critical criterion. In a world saturated with content and communication, it’s essential to recognize and celebrate submissions that bring a fresh and innovative perspective. Originality not only captivates audiences but also drives progress in the field of communication. The awards’ overarching goal of celebrating creativity and ingenuity perfectly aligns with the emphasis on originality.

Execution is another key aspect we prioritize in our evaluations. An idea, no matter how brilliant, can fall short if it’s not executed effectively. We assess how well the concept was brought to life, considering factors like design, storytelling, technical proficiency, and overall presentation.
The ability to execute an idea flawlessly is a testament to the creators’ dedication and expertise, which ties in with the awards’ aim of recognizing excellence in communication.

Finally, purpose holds great significance in our evaluation process. Every piece of communication should have a clear and meaningful purpose. We scrutinize how well submissions align with their intended goals and objectives. Whether it’s raising awareness, inspiring action, or conveying a message, the purpose should be evident and impactful.
This aspect dovetails with the awards’ mission of honoring communication that not only excels creatively and technically but also serves a meaningful purpose in society.

In conclusion, as a juror for C2A 2023, I believe that originality, execution, and purpose are the linchpin criteria that guide our evaluations. These criteria ensure that our selections align seamlessly with the awards’ overarching goals of celebrating creativity, excellence in execution, and communication that serves a meaningful purpose in our ever-evolving world of communication.”

C2A Juror Pancho González

2. Can you share a specific project or aspect of a submission that stood out to you and exemplified exceptional creativity in communication?

Pancho González: In the role of a juror for the Creative Communication Awards (C2A) 2023, one project that truly stood out and exemplified exceptional creativity in communication was “Only In Albuquerque”.

This particular project demonstrated a remarkable level of creativity by including local communities to provide a platform for the entrepreneurs who have historically been left out of mainstream conversations about economic empowerment. The use of storytelling was not only innovative but also deeply engaging. It managed to capture the audience’s attention and imagination in a way that was both unexpected and refreshing.

What truly set this project apart was its ability to break away from traditional communication norms and explore uncharted territories. It challenged preconceived notions and pushed boundaries, which is a hallmark of creativity. The creators showed a profound understanding of their target audience and crafted a narrative that resonated on a personal and emotional level.

I love it.

3. In your opinion, how did the entries this year reflect current trends and shifts in the communication landscape, and were there any surprising or noteworthy observations?

Pancho González: The entries in the Creative Communication Awards (C2A) 2023 reflected current communication trends by integrating design, emphasizing authenticity, and promoting sustainability. Many submissions leveraged the importance of digital engagement. Authentic storytelling, with a focus on transparency, was a noteworthy trend, aligning with the demand for genuine narratives.

Entries also demonstrated a commitment to social responsibility, addressing issues like climate change and social justice. Surprisingly, some projects creatively revived traditional media formats, showing their enduring relevance in a multimedia world.

In summary, C2A 2023 entries captured the spirit of contemporary communication, combining innovation, authenticity, and social consciousness. They showcased a dynamic blend of traditional and digital approaches, reflecting the ever-evolving landscape of effective communication.

4. Being part of the judging process involves a deep dive into diverse creative works. What challenges did you face in evaluating the submissions, and how did you overcome them to ensure a fair and comprehensive assessment?

Pancho González: Participating in the judging process for the Creative Communication Awards (C2A) exposed me to various challenges, such as managing the volume and diversity of submissions, balancing subjectivity with objectivity, interpreting contextual nuances, and addressing biases. To ensure fairness and comprehensiveness, we implemented a structured evaluation process with dedicated time for each submission, adhered to objective criteria, encouraged open discussions among the panel, and actively addressed bias through awareness training.
These strategies allowed me to overcome challenges effectively, guaranteeing a thorough and equitable assessment of the diverse creative works submitted for C2A.

5. Communication is tied to storytelling. Can you share a memorable story or narrative from the submissions that left a lasting impression on you and embodied the essence of effective communication?

Pancho González: One submission that embodies the essence of effective communication and left an enduring impression was a campaign titled “Only In Albuquerque”. This narrative skillfully conveyed the story of local communities and ir capacity to lead their business no mater what, eliciting a profound emotional response from the audience. What set it apart was its simplicity, avoiding flashy visuals for a beautifully crafted narrative that resonated with universal human experiences.

Cover image of the project "Only In Albuquerque" by Square, showcasing a vibrant and inclusive representation of the Native American community

Moreover, this campaign had a clear and meaningful purpose, raising awareness about local communities with precision and impact. The call to action was simple but compelling, facilitating audience involvement. It underscored the power of storytelling in communication, demonstrating that emotionally resonant narratives can transcend the noise and deeply connect with viewers on a profound level.

In essence, this submission illustrated that effective communication often hinges on the ability to tell a compelling, emotionally engaging story that touches the hearts and souls of the audience.

6. Outside of your role as a C2A juror, could you tell us about a current project or work you’re involved in, and is there something specific you’d like to share with our audience?

Pancho González: Outside of my role as a C2A juror, I’m currently immersed in an exciting project focused on powerful women across Chilean history. I’m passionate about their potential to highlight amazing women to choose the next one that will be printed in the next banking note. The project is called “Valuable Women”, created for the Chilean Government Mint.

What I’d like to share is how this project aligns with the topic D&I that we foster at Inbrax with our conscious lab called Belong Lab, and I’m open to exploring collaboration opportunities. It’s been a fulfilling journey, and I’m eager to see how it continues to engage more media and win more awards as well.

7. Were there emerging trends or approaches in communication that you encountered during the judging process that you believe will have a significant impact on the industry in the coming years?

Pancho González: Yes, during the judging process several emerging trends and approaches in communication emerged that I believe will have a significant impact on the industry in the coming years.

User-Generated Content: Many entries incorporated user-generated content and audience participation as a core element. This trend reflects the increasing importance of involving the audience in storytelling and brand narratives, which is likely to continue growing.

Sustainability and Social Responsibility: Numerous submissions focused on sustainability, environmental issues, and social responsibility. This reflects a broader industry shift towards more ethical and responsible communication practices, as audiences demand genuine commitment to these values.

Transmedia Storytelling: Several submissions explored transmedia storytelling, where narratives unfold across multiple platforms and media. This approach creates more immersive and cohesive brand experiences, which are likely to become increasingly prevalent.

Visual Storytelling: The power of visual storytelling was evident in many entries, with a focus on captivating imagery and video content. As attention spans decrease and visual platforms like Instagram and TikTok grow, this trend is expected to continue shaping communication strategies.

These emerging trends and approaches suggest that the communication industry is evolving rapidly, driven by technological advancements, changing audience expectations, and a growing emphasis on ethical and authentic communication. Staying ahead of these trends and adapting to them will be crucial for organizations and professionals in the field to remain effective and relevant.

8. As a seasoned professional, how do you see the role of awards like C2A in shaping and influencing industry standards and expectations in the field of creative communication?

Pancho González: As a seasoned professional, awards like C2A play a pivotal role in shaping industry standards and expectations in creative communication. They do so by recognizing excellence, setting benchmarks for creativity and innovation, showcasing best practices and trends, encouraging innovation, fostering networking and collaboration, and providing valuable educational resources.

Collectively, these factors drive the industry forward, pushing professionals and organizations to continually raise their standards and strive for creative excellence.

The Pancho González Finale

In conclusion, Pancho González, the Creative Maestro, and C2A Juror, provides invaluable insights into the world of creative communication, emphasizing the importance of originality, execution, and purpose. His experiences as a juror and his involvement in projects like “Valuable Women” showcase not only his expertise but also his commitment to pushing the boundaries of creativity in the industry.
As we navigate the ever-evolving landscape of communication, Pancho González stands as a beacon of inspiration for designers and creatives alike.

Stay tuned for more engaging conversations and explorations of creativity.


More about Pancho González:

C2A Juror – Pancho González

Pancho González – Inbrax Chile (Co-Founder & Chief Creative Officer)

Pancho González – Inbrax Chile