EDGAR HERNANDEZ

Experience

CREATIVE DIRECTOR | FEB 2021 – 

BARÚ Advertising, Culver City, CA 

As Creative Director at BARÚ, I uphold a passionate drive for exceptional and purpose-driven storytelling. As a hands-on creative leader, I focus on driving business outcomes by delivering solutions rooted in human truths. I lead work and build integrated 360 campaigns that turn ideas into action across all media channels. Some of the accounts under my arm are California Department of Public Health (CDPH), Covered California, Planned Parenthood, The Salvation Army (Southern California), Nickelodeon, Universal Studios Hollywood, among others.

ASSOCIATE CREATIVE DIRECTOR | JAN 2019 – JAN 2021    INFUSION by Castells, Los Angeles, CA 

As Associate Creative Director, I helped provide Fortune 500 clients like Spectrum best-in-class multicultural strategic 360 campaigns with consistent results. My multicultural capabilities include the Hispanic market and expanded to the African- American segment.

ASSOCIATE CREATIVE DIRECTOR | FEB 2016 – DEC 2018      ACENTO Advertising.

As Associate Creative Director for Acento Advertising, I had a hand in creating powerful advertising campaigns using key insights for a diverse group of clients such as Wells Fargo, Mitsubishi Motors, CTCP (Tobacco Free California), Western Dental, Northgate González Market, among other clients.

ASSOCIATE CREATIVE DIRECTOR | FEB 2006 – SEPT 2015     GALLEGOS UNITED. An award-winning, multicultural, full service advertising agency in Huntington Beach, CA.

During my time at Gallegos United, I combined top-notch storytelling and conceptualization skills to develop and delivere creative, award-winning campaigns across multiple mediums, including digital platforms, targeting the US Hispanic, LATAM, and the US general market. I successfully co-led creative initiatives focused on messaging, tone, and voice for a diverse group of clients such as Carnival Cruise Lines, Comcast, Target Co., California Milk Processor Board (Got Milk), Foster Farms, Girls Scouts of the USA, Energizer, Ad Council/Hispanic Scholarship Fund, Tecate Beer, GreyHound Buses, Bally Total Fitness, Progressive Insurance, Charter Communications, PDFA (Partnership for a Drug Free America), and numerous new business pitches.

CREATIVE DIRECTOR | JAN 2002 – JAN 2006

LATINSPHERE. A creative boutique shop focused on the US Hispanic market in Long Beach, CA. Led creative and award-winning advertising campaigns and other strategic projects and programs for clients such as Sears, Orchard Supply Hardware, M.A.D.D., Verizon, AOL, The Walt Disney Company, Disneyland Resorts, Walt Disney World, General Mills, Del Taco, Gibson Music, ABC Network.

SENIOR COPYWRITER | APR 2000- SEPT 2001

MD&A. Part of WPP, pioneer agency in the Hispanic market. Newport Beach, CA

Concept development and copywriting services for clients Sears, Roebuck and Co., Kenmore, National Tire and Battery, DIEHARD, HVAC-SEARS Home Central, Orchard Supply Hardware and Kraft Foods.

SENIOR COPYWRITER | 1997 – 2000

CC&A. One of the most awarded independent agencies in México City

As a member of this award-winning creative team, I developed campaigns for clients such as Nissan de Mexico, Casa Pedro Domecq (Liquor industry), Cervecería Cuauhtemoc (Beer industry), Productos de Uva (Liquor), UNOMASUNO (Publishing), Grupo Financiero Serfin (Banking and financial), Nextel (Communications), Sanofi-Aventis Laboratory, HMR Laboratory, Promeco Laboratory, among others.

CREATIVE CONSULTANT  Various US advertising agencies Throughout my career, I’ve had the opportunity to also work as a freelance Creative in different agencies in the US and Canada, including: The Bravo Group. A leading Hispanic agency in the US New York City, NY. Potter Ruiz. An independent cross-cultural creative services agency. Boston and Los Angeles. CASANOVA//McCANN. A team of Hispanic consumer experts and integrated marketing specialists who develop breakthrough creative ideas which drive measurable business results for their clients. Costa Mesa, CA.

 

Education

Universidad del Valle de México, México, D.F.
1993–1997
BA, in Communications Arts

Involvements

*Board of Directors Member: Círculo Creativo USA, www.circulocreativo.org
*Board of Directors Member: Círculo Creativo México, 1999-2000
*Delegate (Mexico), New York Festival: Radio and print, 1999
*Lecturer, workshops in México: for advertising creative students
*Delegate: Círculo Creativo US Hispanic, 2008 – 2010
*Jury, Addy Awards: 2010, Miami, FL
*Jury, Festival Volcán: 2010, Costa Rica
*Jury, Mobius Awards: 2010 – 2011, Los Angeles, CA
*Published articles on Hispanic Ad, blogs and other online publications

Awards

*New York Festival Award 1998 (TV-Bronze) Finalist 1999 – 2000 (TV)

*FIAP (The Best of Latin American Advertising) 1998 (Radio-Bronze)

*London Festival Finalist 1999 (TV)

*Clio Finalist 1998 (TV)

*Círculo de Oro – Most Awarded Mexican Agency in 1998-1999

*ANP (Asociación Nacional de la Publicidad) – Most Awarded Mexican Agency in 1998

*La Letra Impresa (Periódico Novedades-Mexico City – 2000)

*Caracol de Plata 2000

*Ad Age Awards 2003 (TV-Bronze)

*FIAP 2009 (TV-Silver)

*CARTOON NETWORK AWARD- TV

*AD AGE 2009 (TV Gold & TV Silver)

*Davey Awards 2021 – (Gold & Silver Integrated & Effectiveness Campaigns)                                               

*Anthem Awards 2022 – Health -Best Brand Campaign, Health – Community Outreach

References

MRS. INGRID OTERO-SMART
President / CEO
Casanova // McCann, Costa Mesa, CA
ingrid.smart@casanova.com

MR. FRANCISCO FERNANDEZ
Asoc. Creative Director
Leo Burnett, Chicago Il.

Paco.fernandez@leoburnett.com

MR. FRANCISCO CABRERA
Creative Director
Anatomy / UC Health, Denver    

juan.Cabrera@uchealth.org     

MRS. GWEN ECHENAGUCIA 

ACD Art Director TBWA\Chiat\Day

gwen.echenagucia@tbwachiat.com