BCW Continues Creative Transformation With the Addition of a Global Chief Creative OfficerJuly 15, 2021

NEW YORK, July 15, 2021 – BCW, the global communications agency built to move people, announced today that Federico “Fede” Garcia will join the agency as Global Chief Creative Officer, effective August 2. Garcia joins BCW from Huge, an IPG-owned creative agency, to drive powerful and provocative creative and expand the agency’s bench of creative talent worldwide.

Garcia’s hire is the latest move BCW has made to enhance its creative capabilities and earned-plus offering. In May, BCW announce that Chris Kief joined the company from Droga5 as Chief Technology Officer to strengthen its ability to develop compelling technology-driven experiences that deliver meaningful outcomes for clients.

A native of Argentina, Garcia’s 25-year career in advertising has spanned roles in Buenos Aires, Tokyo and New York, and he has established himself as a strategic thinker with a sophisticated understanding of visual storytelling and contemporary culture. A copywriter by training, Garcia is renowned for big ideas that challenge convention, inspire delight and provoke action.

Garcia spent four years with Huge, most recently as Global Executive Creative Director with creative oversight of the agency’s Brooklyn headquarters and key global accounts. Before that, he was Group Creative Director at Translation in New York, where he worked on the NFL, History Channel and HBO, among others. Prior to this he spent four years with Ogilvy Tokyo, where he oversaw the creative development of celebrated campaigns for many of the agency’s premier accounts, including Coca-Cola, American Express, IBM, Citizen and more.

“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, Global CEO, BCW, 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.”

Garcia’s work has been recognized by the Cannes Lions, D&AD, One Show, Clios, Effies, LIA among many others, and it has been featured in news outlets around the world such as USA Today, The Washington Post, The Mirror, The Independent, Fox, People Magazine, Variety, The Hollywood Reporter, Business of Fashion, Business Insider and many more. He’s also a member of the Advisory Board of the New York Festivals and the AME Festivals, and has sat on the jury of numerous award shows.

“BCW is really at the forefront of tearing down convention in the agency world and delivering exciting ideas that can live anywhere, speak to any audience and make any change happen for clients,” said Garcia. “I am honored to join this talented crew and look forward to breaking even more new ground for our clients and for BCW.”