PANCHO GONZÁLEZ: SOMETIMES, THE BEST PATHS ARE THE ONES WE NEVER PLANNED FOR
White Square International Festival of Creativity, globally recognized in the professional community, continues its call for entries. Annually, more than a thousand cases from all over the world are submitted by representatives of creative industries to participate in the contest, which is evaluated at the highest global level by international jury. To inspire representatives of creative industries around the world to submit their best entries for White Square Festival 2025, we are glad to present a series of interviews with members of the White Square Festival jury.
Today we have with us Co-Founder and Chief Creative Officer at Inbrax Chile; Board Member & VP at IAB Chile; Marketing Circle Member at Icare and Board Member in Chilean Chamber of Creative Business, Pancho González. An experienced jury member with more than 250 national and international recognitions including Cannes Lions, ADC's, LIA, One Show, New York Festivals, White Square and others. Top 25 Worldwide CCO and Worldwide Top 100 Influencer by Creativepool 2024, London; Top One Creative Director, Top 10 ECD and Top 10 Creative Agency at Bestadsontv.com 2021; nominated MKTG BEST 2018-21-22-23-24 as Chief Creative Director in Chile; Chilean top 1 copywriter of the decade and Chilean top 2 agency of the decade, both at Lüerzer’s Archive; Agency of The Year at WINA Festival 2020-22; Indie Agency of The Year at TopFICE 2020-22-23-24; Top 10 Crema Ranking 2014 & 2020 by Adlatina. Among the 40 Over Forty 2020 list.
Today we have with us Co-Founder and Chief Creative Officer at Inbrax Chile; Board Member & VP at IAB Chile; Marketing Circle Member at Icare and Board Member in Chilean Chamber of Creative Business, Pancho González. An experienced jury member with more than 250 national and international recognitions including Cannes Lions, ADC's, LIA, One Show, New York Festivals, White Square and others. Top 25 Worldwide CCO and Worldwide Top 100 Influencer by Creativepool 2024, London; Top One Creative Director, Top 10 ECD and Top 10 Creative Agency at Bestadsontv.com 2021; nominated MKTG BEST 2018-21-22-23-24 as Chief Creative Director in Chile; Chilean top 1 copywriter of the decade and Chilean top 2 agency of the decade, both at Lüerzer’s Archive; Agency of The Year at WINA Festival 2020-22; Indie Agency of The Year at TopFICE 2020-22-23-24; Top 10 Crema Ranking 2014 & 2020 by Adlatina. Among the 40 Over Forty 2020 list.
When did your journey in the creative industry begin? What inspired you to choose this career? Are there any stories or moments in your career that have had the greatest impact on your professional growth?
Ironically, I never wanted to study advertising – I wanted to be a doctor. My initial dream was to pursue medicine, but my college entrance score wasn’t enough to get in. That moment forced me to reconsider my path, and almost by chance, I decided to try advertising. What started as an alternative turned out to be my true calling. Looking back, I realize that both careers – medicine and creativity – are deeply connected. Both require problem-solving, observation, empathy, and the ability to change lives.
One thing that has always defined me is curiosity – I’m an extremely curious person, always questioning, always exploring. That curiosity has been my greatest asset in this industry, pushing me to experiment, learn, and reinvent myself constantly.
A defining moment in my career was winning my first international award. It wasn’t just about recognition – it was about realizing that creativity has no borders, and ideas can impact the world. Another milestone was stepping into a leadership role as a Chief Creative Officer, where I discovered that mentoring others and shaping creative cultures is as fulfilling as crafting campaigns.
My journey into advertising may have been accidental, but my passion for it is deliberate. And if there’s one lesson I’ve learned, it’s that sometimes, the best paths are the ones we never planned for.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
Each project carries a unique story, but two that stand out for their impact and recognition are "Unboxer of Prevention" for Fundación ChileSinCáncer and "Valuable Women" for Casa de Moneda de Chile (Chilean Government Mint).
“Unboxer of Prevention” transformed early cancer detection into an engaging, educational experience, resonating deeply with audiences and receiving accolades worldwide. It was successful because it combined a strong social message with powerful storytelling and innovative execution thru influencers. Success, for me, isn’t just about awards – it’s about the cultural and emotional impact a campaign leaves behind.
“Valuable Women” was another milestone project, a campaign that invited the public to vote for the first Chilean woman to be featured in a banking note. This initiative not only honored historical female figures but also sparked a national conversation on gender equality and representation. The campaign gained massive engagement, generating over a million votes, extensive media coverage, and a social movement that celebrated women’s contributions to Chilean history.
Both projects share a common denominator: they transcend advertising to become cultural moments. They didn't just communicate – they moved people, started conversations, and changed perceptions. That, to me, is the ultimate success.
In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?
Festivals set the bar for excellence. They push agencies and creatives to think beyond the ordinary, fostering a culture of innovation and boldness. Winning at these festivals enhances an agency’s reputation, attracting top talent and new business opportunities. Beyond recognition, they offer unparalleled networking experiences, allowing creatives to exchange ideas, explore new methodologies, and gain fresh perspectives. They also serve as a powerful inspiration – seeing the best work globally fuels our ambition to create even better campaigns.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
When judging, I prioritize originality, impact, execution, and purpose. A great campaign doesn’t just look good – it resonates, provokes thought, and delivers tangible results. I want to see work that challenges conventions, moves audiences emotionally, and integrates technology in meaningful ways.
At White Square Festival, I hope to see fresh perspectives on sustainability, purpose-driven branding, and storytelling enhanced by AI and immersive experiences. But beyond that, I’m excited about gaining access to new creative criteria emerging from this region of the world. Every market has its own cultural codes, unique ways of telling stories, and different approaches to problem-solving. Judging this festival offers an incredible opportunity to discover fresh creative philosophies and be inspired by narratives shaped by diverse perspectives.
Creativity is universal, but its expression is deeply rooted in local realities. I look forward to seeing how brands and agencies in this part of the world reinterpret global trends while bringing their own distinctive, bold, and disruptive creative vision to the table.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long–term relationships with the brands' target audience?
Creativity, for me, is a constant state of motion – an ongoing process of exploration, learning, and connection. It’s not confined to methodologies; it’s embedded in how I live, think, and interact with the world and people. Curiosity fuels me – I play with my kid to spot emerging trends, dive into subcultures, and never stop questioning. Technology expands my creative possibilities, with AI serving as a tool to push boundaries rather than replace human ingenuity. Teaching and speaking at global events challenge me to refine my thinking, while traveling exposes me to diverse narratives, aesthetics, and cultural behaviors that shape my creative vision. Judging international awards sharpens my eye, keeping my standards high and my perspectives fresh. Writing, thinking, and continuous training keep me evolving, ensuring I never fall into complacency. Above all, understanding clients is key – great creativity isn’t just about making ads but solving real-world problems with relevance and impact. Ultimately, creativity is a mindset, a lifestyle, and a commitment to staying curious, adaptive, and fearless. It’s about embracing the unknown, questioning everything, and constantly reinventing the way we tell stories and connect with people.
What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?
In 2025, we will see a shift from attention economy to retention economy – brands will focus on creating deeper, more meaningful engagement rather than just grabbing eyeballs. Key trends will include:
AI-powered hyper-personalization – Dynamic content that adapts in real–time based on user preferences.
Sustainability storytelling – Brands that authentically integrate sustainability into their business models will thrive.
Immersive experiences – AR/VR activations and interactive storytelling will redefine brand engagement.
Purpose-driven marketing – Consumers will favor brands that align with societal values and take real action.
In Chile, brands like NotCo are leading the way with AI-driven food innovation, while companies like Cencosud Media are pioneering retail media strategies that personalize the shopping experience.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
Creativity doesn’t happen in isolation – it’s a reflection of everything I experience and immerse myself in. Traveling fuels my inspiration, exposing me to different cultures, aesthetics, and ways of thinking. Skateboarding and snowboarding teach me resilience, adaptability, and the importance of flow – qualities that I apply in creativity, where anticipating movements and taking risks are key. Tennis, on the other hand, sharpens my strategic thinking, precision, and mental agility, essential traits in the fast-paced world of advertising. My passion for art in all its forms, from painting to digital installations, constantly challenges my perception of storytelling, while my love for restaurants goes beyond food – it’s about craftsmanship, sensory experiences, and cultural expression. Meeting new people and engaging in thought-provoking conversations expand my perspective and spark unexpected ideas. Music is another essential part of my creative process – Depeche Mode’s deep, evocative soundscapes and the hypnotic evolution of techno shape how I think about rhythm and emotion in storytelling. Books also play a significant role in my creative mindset, with titles like Share Worthy, Great Minds Think Unlike, Outsiders, and The Firm influencing my approach to innovation, strategic thinking, and disruptive creativity. I integrate all these influences into my work by constantly seeking unexpected connections – how a snowboarding experience can inspire a campaign about freedom, how a techno track can influence the pacing of a video edit, or how a simple conversation at a restaurant can trigger a breakthrough idea. Creativity, to me, is about absorbing everything, remixing influences, and transforming them into something new, meaningful, and impactful.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
To all participants of White Square Festival 2025: Be bold, be fearless, and push boundaries. The world doesn’t need more safe ideas – it needs ideas that provoke, inspire, and create change. Festivals like this are not just about winning; they’re about setting new creative benchmarks. Enjoy the journey, learn from each other, and most importantly, keep challenging the status quo.
What is the biggest challenge the creative industry faces today?
Brainrot. In an era of hyperconsumption, algorithmic content overload, and fleeting attention spans, marketing is increasingly trapped in a cycle of disposable, low-effort creativity. The obsession with short-term metrics, virality for the sake of virality, and endless content churn has led to a dilution of depth, meaning, and true brand-building. Instead of crafting ideas that resonate on a deeper level, much of today’s marketing is optimized for engagement hacks, fast consumption, and instant gratification.
The real challenge? Escaping the brainrot. Creativity must go beyond short–lived dopamine hits and reclaim its role in building long-term brand value, shaping culture, and telling stories that truly matter. Instead of feeding into the algorithm’s demands, we need to challenge it – crafting ideas that don’t just capture attention for a second, but create lasting emotional connections. In a world drowning in content, the most powerful thing we can do is stand out with meaning.
The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.
Ironically, I never wanted to study advertising – I wanted to be a doctor. My initial dream was to pursue medicine, but my college entrance score wasn’t enough to get in. That moment forced me to reconsider my path, and almost by chance, I decided to try advertising. What started as an alternative turned out to be my true calling. Looking back, I realize that both careers – medicine and creativity – are deeply connected. Both require problem-solving, observation, empathy, and the ability to change lives.
One thing that has always defined me is curiosity – I’m an extremely curious person, always questioning, always exploring. That curiosity has been my greatest asset in this industry, pushing me to experiment, learn, and reinvent myself constantly.
A defining moment in my career was winning my first international award. It wasn’t just about recognition – it was about realizing that creativity has no borders, and ideas can impact the world. Another milestone was stepping into a leadership role as a Chief Creative Officer, where I discovered that mentoring others and shaping creative cultures is as fulfilling as crafting campaigns.
My journey into advertising may have been accidental, but my passion for it is deliberate. And if there’s one lesson I’ve learned, it’s that sometimes, the best paths are the ones we never planned for.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
Each project carries a unique story, but two that stand out for their impact and recognition are "Unboxer of Prevention" for Fundación ChileSinCáncer and "Valuable Women" for Casa de Moneda de Chile (Chilean Government Mint).
“Unboxer of Prevention” transformed early cancer detection into an engaging, educational experience, resonating deeply with audiences and receiving accolades worldwide. It was successful because it combined a strong social message with powerful storytelling and innovative execution thru influencers. Success, for me, isn’t just about awards – it’s about the cultural and emotional impact a campaign leaves behind.
“Valuable Women” was another milestone project, a campaign that invited the public to vote for the first Chilean woman to be featured in a banking note. This initiative not only honored historical female figures but also sparked a national conversation on gender equality and representation. The campaign gained massive engagement, generating over a million votes, extensive media coverage, and a social movement that celebrated women’s contributions to Chilean history.
Both projects share a common denominator: they transcend advertising to become cultural moments. They didn't just communicate – they moved people, started conversations, and changed perceptions. That, to me, is the ultimate success.
In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?
Festivals set the bar for excellence. They push agencies and creatives to think beyond the ordinary, fostering a culture of innovation and boldness. Winning at these festivals enhances an agency’s reputation, attracting top talent and new business opportunities. Beyond recognition, they offer unparalleled networking experiences, allowing creatives to exchange ideas, explore new methodologies, and gain fresh perspectives. They also serve as a powerful inspiration – seeing the best work globally fuels our ambition to create even better campaigns.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
When judging, I prioritize originality, impact, execution, and purpose. A great campaign doesn’t just look good – it resonates, provokes thought, and delivers tangible results. I want to see work that challenges conventions, moves audiences emotionally, and integrates technology in meaningful ways.
At White Square Festival, I hope to see fresh perspectives on sustainability, purpose-driven branding, and storytelling enhanced by AI and immersive experiences. But beyond that, I’m excited about gaining access to new creative criteria emerging from this region of the world. Every market has its own cultural codes, unique ways of telling stories, and different approaches to problem-solving. Judging this festival offers an incredible opportunity to discover fresh creative philosophies and be inspired by narratives shaped by diverse perspectives.
Creativity is universal, but its expression is deeply rooted in local realities. I look forward to seeing how brands and agencies in this part of the world reinterpret global trends while bringing their own distinctive, bold, and disruptive creative vision to the table.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long–term relationships with the brands' target audience?
Creativity, for me, is a constant state of motion – an ongoing process of exploration, learning, and connection. It’s not confined to methodologies; it’s embedded in how I live, think, and interact with the world and people. Curiosity fuels me – I play with my kid to spot emerging trends, dive into subcultures, and never stop questioning. Technology expands my creative possibilities, with AI serving as a tool to push boundaries rather than replace human ingenuity. Teaching and speaking at global events challenge me to refine my thinking, while traveling exposes me to diverse narratives, aesthetics, and cultural behaviors that shape my creative vision. Judging international awards sharpens my eye, keeping my standards high and my perspectives fresh. Writing, thinking, and continuous training keep me evolving, ensuring I never fall into complacency. Above all, understanding clients is key – great creativity isn’t just about making ads but solving real-world problems with relevance and impact. Ultimately, creativity is a mindset, a lifestyle, and a commitment to staying curious, adaptive, and fearless. It’s about embracing the unknown, questioning everything, and constantly reinventing the way we tell stories and connect with people.
What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?
In 2025, we will see a shift from attention economy to retention economy – brands will focus on creating deeper, more meaningful engagement rather than just grabbing eyeballs. Key trends will include:
AI-powered hyper-personalization – Dynamic content that adapts in real–time based on user preferences.
Sustainability storytelling – Brands that authentically integrate sustainability into their business models will thrive.
Immersive experiences – AR/VR activations and interactive storytelling will redefine brand engagement.
Purpose-driven marketing – Consumers will favor brands that align with societal values and take real action.
In Chile, brands like NotCo are leading the way with AI-driven food innovation, while companies like Cencosud Media are pioneering retail media strategies that personalize the shopping experience.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
Creativity doesn’t happen in isolation – it’s a reflection of everything I experience and immerse myself in. Traveling fuels my inspiration, exposing me to different cultures, aesthetics, and ways of thinking. Skateboarding and snowboarding teach me resilience, adaptability, and the importance of flow – qualities that I apply in creativity, where anticipating movements and taking risks are key. Tennis, on the other hand, sharpens my strategic thinking, precision, and mental agility, essential traits in the fast-paced world of advertising. My passion for art in all its forms, from painting to digital installations, constantly challenges my perception of storytelling, while my love for restaurants goes beyond food – it’s about craftsmanship, sensory experiences, and cultural expression. Meeting new people and engaging in thought-provoking conversations expand my perspective and spark unexpected ideas. Music is another essential part of my creative process – Depeche Mode’s deep, evocative soundscapes and the hypnotic evolution of techno shape how I think about rhythm and emotion in storytelling. Books also play a significant role in my creative mindset, with titles like Share Worthy, Great Minds Think Unlike, Outsiders, and The Firm influencing my approach to innovation, strategic thinking, and disruptive creativity. I integrate all these influences into my work by constantly seeking unexpected connections – how a snowboarding experience can inspire a campaign about freedom, how a techno track can influence the pacing of a video edit, or how a simple conversation at a restaurant can trigger a breakthrough idea. Creativity, to me, is about absorbing everything, remixing influences, and transforming them into something new, meaningful, and impactful.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
To all participants of White Square Festival 2025: Be bold, be fearless, and push boundaries. The world doesn’t need more safe ideas – it needs ideas that provoke, inspire, and create change. Festivals like this are not just about winning; they’re about setting new creative benchmarks. Enjoy the journey, learn from each other, and most importantly, keep challenging the status quo.
What is the biggest challenge the creative industry faces today?
Brainrot. In an era of hyperconsumption, algorithmic content overload, and fleeting attention spans, marketing is increasingly trapped in a cycle of disposable, low-effort creativity. The obsession with short-term metrics, virality for the sake of virality, and endless content churn has led to a dilution of depth, meaning, and true brand-building. Instead of crafting ideas that resonate on a deeper level, much of today’s marketing is optimized for engagement hacks, fast consumption, and instant gratification.
The real challenge? Escaping the brainrot. Creativity must go beyond short–lived dopamine hits and reclaim its role in building long-term brand value, shaping culture, and telling stories that truly matter. Instead of feeding into the algorithm’s demands, we need to challenge it – crafting ideas that don’t just capture attention for a second, but create lasting emotional connections. In a world drowning in content, the most powerful thing we can do is stand out with meaning.
The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.