Javier Bonilla, Executive Creative Director, Grey Group

In One Sentence…

How do you define effective marketing?
Simply put, marketing that achieves the established business objectives.

What marketing trend(s) are you excited about right now?
The one that never goes away—effective storytelling.

How does creativity drive effectiveness?
Impact, a great idea is unstoppable. It will make every dollar invested behind it work 100 times harder.

What is the biggest roadblock to marketing effectiveness?
Fear, paralysis by analysis, over complexity.

What do you hope marketing looks like in the next five years?
As human centric as ever before.

Do you have any advice for future Effie Awards entrants?
Burn the playbook, experiment, trust your gut, and never forget we are here to solve business challenges.

Javier was a 2022 Multi-Region Effies judge. See more In One Sentence features.