Javier Fuentes, Vice President and Creative Director at Vidal Partnership, began his career as a copywriter in Madrid at Publicis Grupo K. Previous to working at Vidal Partnership, Fuentes was at Lapiz—the Hispanic Division of Leo Burnett—to work on the Coca-Cola account. He has served as a judge at FIAP (Festival Iberoamericano de Publicidad), The ADDY Awards and the Radio Mercury Awards. His work has been recognized in advertising festivals such as: FIAP, Ojo de Iberoamerica, Radio Mercury Awards, Festival de San Sebastian, and AdAge/Hispanic Advertising Awards, among others. Since 2006 Fuentes is a member of the Creative Committee for the Ad Council. He’s currently enrolled in the MFA program in Creative Writing at Columbia University.
Q: In your line of work, have you found that a different sensibility is required when communicating visually to a bilingual market?
A: I don’t think that you need a different sensibility but you definitely need to understand the different cultural insights that play a role in the way you communicate with your target.
Q: We’ve been asking this question to all our panelists; what do you view as the role of the Hispanic creative professional in contemporary America?
A: I think that the role of Hispanic Advertising is changing rapidly. There’s a trend that demands more creatives that not only can navigate in both worlds, but that are also fluent in both languages. As the Latino target becomes the bigger part of the pie, we are going to see a shift in the the way brands communicate with their consumers. Take McDonald’s, for example.
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