2023 Creative LIAisons Coaches

Fede Garcia

Global Chief Creative Officer
New York
, United States of America

At BCW, one of the top three PR agencies in the world and the largest agency in the WPP public relations family, Chief Creative Officer Fede Garcia is responsible for driving powerful and provocative creative and expanding the agency’s bench of creative talent worldwide. A natural fit as BCW’s first-ever CCO, Fede is renowned for big ideas that challenge convention, inspire delight and provoke action. With strategic rigor, a global perspective and a track record of game-changing ideas, Fede helps BCW move people in unexpected and fascinating ways.

A native of Argentina, Fede’s 25-year career in advertising has spanned roles in Buenos Aires, Tokyo and New York. Fede 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.

Fede’s work has been recognized by the Cannes Lions, D&AD, One Show, Clios, Effies and London International Awards 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.