Diana Marszalek 15 Jul 2021 // 2:13PM GMT
NEW YORK — BCW has hired Huge’s Federico “Fede” Garcia as global chief creative officer, part of the agency’s larger push to bolster its creative capabilities.
In the newly created role, Garcia is charged with growing BCW’s creative offerings, which includes hiring creative talent around the world.
Garcia brings more than 25 years of experience in creative roles to BCW.
At Huge, Garcia spent the last three years serving as global creative director after joining the IPG-owned creative agency as executive creative director in 2017.
Before that, Garcia was a creative leader at Translation and Ogilvy & Mather in Tokyo and his native Argentina. He also worked as a JWT copywriter.
“We continue to evolve BCW to ensure we have the talent and the tools to create compelling, transformative stories for clients that are channel agnostic and deliver maximum impact,” said Donna Imperato, BCW’s global CEO, to whom Garcia will report. “Fede is the perfect choice to drive our earned-plus offer, as he is celebrated for strategic rigor, a global perspective and a track record of game-changing ideas that motivate action. With his leadership, BCW will become even better able to move people in unexpected and fascinating ways.”
Photo: Celeste Martearena Godoy