EDGAR HERNANDEZ
Experience

CREATIVE DIRECTOR | FEBRUARY 2021 – PRESENT   

BARÚ Multicultural Marketing. An independent agency dedicated to elevating multicultural marketing and media.  As Creative Director, I focus on driving business outcomes by delivering solutions rooted in human truths. I uphold a passionate drive for exceptional and purpose-driven storytelling. 

ASSOCIATE CREATIVE DIRECTOR | JAN 2019 – JAN 2021     

INFUSION by Castells. A WMBE full-service agency that provides Fortune 500 Clients best-in-class Multicultural strategic leadership and consistent results. They are known for infusing analytics and insights for deeper business and marketing strategies, first-in-kind thinking, and cultural narratives that compel ROI-Powered ideas. Multicultural capabilities include the Hispanic, African-American and Asian segments. Creating powerful 360 campaigns using key insights for a diverse group of clients such as Spectrum.

ASSOCIATE CREATIVE DIRECTOR | FEB 2016 – DEC 2018     

ACENTO Advertising. Full-service agency in Santa Monica, CA specializing in Total Market and Hispanic segments.

Creating effective 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.

CREATIVE CONSULTANT | SEPTEMBER/OCTOBER 2015 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. It offers a full range of creative, media, promotions and PR services.

I had the pleasure to work for a couple of Nestlé projects.

CREATIVE CONSULTANT | SEPTEMBER 2015 – PRESENT      

POTTER RUIZ . An independent cross-cultural creative services agency. Boston, Los Angeles, Toronto.

I’m currently collaborating with a talented creative team as a creative service consultant.

Their portfolio of clients includes Mass Mutual, Mc Donald’s, Samuel Adams, NGRID, Babies R Us, NTRA, Subway, among other brands.

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

Combining top-notch storytelling and conceptualization skills I developed delivered creative, award-winning campaigns across multiple mediums, including digital platforms, targeting the US Hispanic, LATAM and the US general market.

Co-led creative initiatives, focused on the 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 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.

CREATIVE DIRECTOR (FREELANCE) | SEPT 2001- JAN 2002

THE BRAVO GROUP. Leading Hispanic agency in the US
New York City, NY

Developed creative campaigns for Sears, Roebuck and Co.

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

CLEMENTE CÁMARA & ASOCIADOS. 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.

COPYWRITER | 1996 – 1997

MILENIO III. Leading corporate communications agency in México City

My career as an advertising creative began immediately after graduating from Communications school. I started as a copywriter for clients such as McDonald’s, Quaker, American Airlines, Procter & Gamble, Sabritas and Frito Lay.

  EducationUniversidad 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

          1. New York Festival Award 1998 (TV-Bronze) Finalist 1999 – 2000 (TV)
          2. FIAP (The Best of Latin American Advertising) 1998 (Radio-Bronze)
          3. London Festival Finalist 1999 (TV)
          4. Clio Finalist 1998 (TV)
          5. Círculo de Oro – Most Awarded Mexican Agency in 1998-1999
          6. ANP (Asociación Nacional de la Publicidad) – Most Awarded Mexican Agency in 1998
          7. La Letra Impresa (Periódico Novedades-Mexico City – 2000)
          8. Caracol de Plata 2000
          9. Ad Age Awards 2003 (TV-Bronze)
          10. FIAP 2009
          11. TV-Silver
          12. CARTOON NETWORK AWARD- TV
          13. AD AGE 2009
          14. TV – Gold
          15. TV – SIlver

References

MR. JUAN OUBIÑA
Partner, Executive Creative Director
O1 Agency
oubina@yahoo.com

MRS. HOLLY MCGAVOCK                                                            Group Planning Director Edelman, NYC                              Holly.McGavock@edelman.com

MR. FRANCISCO CABRERA
Creative Director
The Integer Group, Denver CO
jcabrera@integer.com

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