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Fernando Hernan

Senior Creative & Art Director

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About me

I am a Senior Creative and Art Director with extensive professional experience in brand management and defining customer-brand relationships for a wide range of industries and markets - including Europe, Latin America and the U.S. Hispanic market. As Art Director and Creative Director, at several of the global advertising world’s top firms with presence in Spain I have had the opportunity to lead large-scale creative brand management projects for prestigious international clients, such as Coca-Cola Co., Pepsi Co., General Motors, Vodafone, Orange, Telefonica Amstel, IKEA and Diageo, among other clients. My experience includes developing strategic campaigns to build a brand’s image as well as planning targeted creative campaigns over a variety of communications platforms (ATL, integrated, content, transmedia storytelling) to achieve specific goals. This entails a variety of tasks, ranging from strategic brand positioning to defining a brand’s core values. I consider myself an analytical, intuitive and highly creative person, capable of identifying the intangible qualities of a brand and turning them into an added value for the brand’s products. I am a skilled presenter able to pitch creative concepts in a way that allows a client to embrace a specific creative vision. I consider myself a capable manager, as well as a team player. Portfolio:


  • Advertising
  • Art Direction
  • Creative Direction
  • Team Player
  • Creative Strategy
  • Creative Suite
  • Integrated Campaigns
  • Concept Creation
  • Managing People
  • Print TV Campaigns

Work history


Senior Creative & Art Director

Freelance Projects UK

Jan 2015
  • I am currently in London seeking new professional opportunities and advertising projects as freelance or permanent role.


Creative Director & ART Director

Freelance Projects

Aug 2012 - Dec 2014
  • As a member of CoAgency (Madrid) where as a freelancer, I developed branded content proposals for IKEA and advertising campaigns for Pragma Peru and Y&R Madrid, among other brand projects.


Creative Director

THE Farm Creative Factory

Mar 2011 - Jul 2012
  • Clients: DIAGEO, ORANGE, REPSOL, FOTOPRIX and MELIA Hotels & Resorts. Highlights: In my first job with The Farm as a freelancer, I helped direct a winning Cacique Rum campaign and was employed full-time soon afterwards at one of the most internationally esteemed creative boutiques in Spain. In this campaign, I helped reposition Cacique Rum as a unique Venezuelan product, aligning its values with the culture and beliefs of the indigenous Amazonians, and infusing the brand personality with attributes such as purity and alchemy. - We won the J&B account in an international pitch against Kesselskramer Amsterdam. In this storytelling transmedia campaign - which launched a new, inspiring message -“Be Rich in Experiences”- we successfully repositioned J&B as being more than a ‘nightlife’ whiskey, while helping it maintain its dominant position in the market.


Creative Director & ART Director

Freelance Projects

Jun 2010 - Mar 2011
  • - GREY: Contest Campaign CORREOS (Postal Services) - REMO ADVERTISING: (Creative boutique) Social Work Campaign (BANCAJA) - TAPSA/Y&R: Contest Campaign ??(FCC - Environmental Services and Renewable Energy) - McCANN-ERICKSON: (TREASURY BONDS) Contest Campaign. This contest, urging the Spanish public to invest in the country’s national debt, presented a unique messaging challenge at a very sensitive economic time. Our winning campaign, which was given a 5.2 million euro contract for two years, featured real people talking about their investments in the Spanish Treasury in a way that inspired confidence and trust.


Art Director

Tapsa Y&R

Apr 2007 - Jun 2010
  • Clients: IBERIA, CAJAMADRID, VODAFONE, AUSONIA-Spanish Association Against Cancer. Highlights: TAPSA/Y&R ??is one of the most prestigious national agencies with an international profile. At Tapsa/Y&R, my brand work with Ausonia and The Spanish Association Against Cancer garnered us a Golden Sol 2010 Social Advertising Award. The campaign led Ausonia to achieve widespread recognition as a socially responsible corporation, with Ausonia’s adaptation of the “pink bandana” becoming an established symbol of its solidarity with breast cancer sufferers.


Art Director

Mccann Erickson

Mar 1998 - Apr 2007
  • Clients: COCA-COLA, NESTEA, FANTA, POWERADE, AMSTEL, ONCE, SAAB, FOOD BANK, CARITAS (NGO), TELEFONICA, MADRID METRO, RENFE (National Railway), MAPFRE, MEXICO TOURISM, among others. Highlights: For three consecutive years, I was part of the creative staff leading brand communication for COCA-COLA Spain and Portugal. In this period McCann-Erickson Madrid was ranked as the No. 1 creative agency in Spain. - During my time at McCann, my work helped secure the international insurance giant Mapfre as a fixed client. I developed Mapfre’s brand architecture, which is currently used across all company communications across 40 countries.


Junior Art Director


Mar 1995 - Mar 1998
  • Working for Pepsi, IKEA, Ballantines, Beefeater, D.H.L., among other clients.