4月23日，2024戛納“幼獅杯”中國冠軍選拔賽終審會在上海舉辦。在現場，《現代廣告》與PHD China 品迪中國General Manager/Head of Strategy Gonzalo Gregori 聊了聊。

Q：此次參與幼獅評審，感受最深的一點是什么？

Gratefulness. Not only to the organization for making this important event happen, and for giving me the opportunity to join as a judge, but also to the participants for their hard work and keeping the flame of world-class advertising alive.

感恩。不僅要感謝組委會促成了這一重要活動，讓我有機會作為評委加入，還要感謝參與者的辛勤工作和保持世界級廣告之火的活力。

Q：您覺得選手們的表現如何？有哪些值得肯定的優勢？

I am really proud of each and everyone of them.?

我真的為他們每一個人感到驕傲。

They were extremely creative in finding right answers to very tough briefs.

他們在為非常棘手的簡報找到正確答案方面非常有創意。

And on top of that they managed to conquer the stage fright, presenting in a foreign language with passion and precission.

最重要的是，他們設法克服了怯場，以熱情和精確的方式用外語呈現。

Q：對于失利未能獲勝的選手們，您對他們有哪些建議和鼓勵？

I don't think anyone lost.

我不認為有人輸了。

They all left the room stronger and wiser, having learned by watching each other solve similar real-client problems in different ways.

比賽結束后，他們變得更加堅強也更睿智，通過觀摩他人的作品和提案，以不同的方式解決類似的真實客戶問題而學習。

But for those that may be dissapointed for not taking the prize home, I would just like to say: "Don't give up. Keep trying. This contest is just like real agency life, sometimes you sell your work, and sometimes you have to go back to square one and start all over again. But by doing it all over again you gain experience, and improve your chances of future success.

但對于那些沒能如愿以償獲勝而歸的人，我只想說：“不要放棄。繼續努力。這個比賽就像真正的代理生活一樣，有時你賣掉你的作品，有時你必須回到原點，重新開始。但是通過重新做一遍，你會獲得經驗，并提高你未來成功的機會。

Q：對于獲勝的選手們即將代表中國創意去全球賽場比拼，您對他們有何建議或指導？

Learn your proposal by heart, instead of memorizing a script.?

用心學習你的提案，而不是死記硬背。

Make sure that there are no typos on the words on the screen.

確保屏幕上的單詞沒有錯別字。

Don't worry about your English fluency, you can use different tricks to communicate without having to say a lot.

不用擔心你的英語流利程度，你可以用不同的技巧來交流，而不必說很多。

And over all... have fun!!

總而言之......玩得愉快??！

Q：我們發現現在的幼獅選手們似乎很“佛系”，對于創意似乎沒有那么多的熱情，對此您怎么看？作為深耕行業多年的創意人，讓您堅持做廣告人的熱忱是什么？

I think agencies and senior creatives can do a lot to boost their young employees enthusiasm and engagement.?

我認為代理商和高級創意人員可以做很多事情來提高年輕員工的熱情和敬業度。

When tight deadlines and overwork are all we feed them, we can not expect their love for creativity to survive.

當緊迫的期限和過度勞累是我們的全部費用時D他們，我們不能指望他們對創造力的熱愛能夠生存下去。

Personally, I am grateful to my past career mentors, for enabling me to be curious, take the time to curate and share best-in-class creative references, and making sure that there was always time to discuss and learn, no matter how busy we were. This is something that I still do today with new and old colleagues, and keeps my passion from burning out.?

就我個人而言，我很感謝我過去的職業導師，他們讓我保持好奇心，花時間策劃和分享一流的創意參考資料，并確保無論我們有多忙，總有時間討論和學習。這是我今天仍然與新老同事一起做的事情，并防止我的熱情燃燒殆盡。

Q：如今，廣告行業面臨巨大的挑戰和沖擊，對此您的態度是什么？

I still believe that creativity can conquer everything.

我仍然相信創造力可以征服一切。

Circumstances, tools and processes may change, but ideas will always succeed.

環境、工具和流程可能會發生變化，但創意總會成功。

It is our duty to ensure that effectiveness is never lost to efficiency.

我們有責任確保效率永遠不會因效率而損失。