Wednesday, October 26, 2016
  • Wednesday, Feb. 17, 2016
Federico Garcia joins Translation as creative director
Federico “Fede” Garcia
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Translation has handpicked creative director Federico “Fede” Garcia to bolster its international roster of creatives. He joins the independent NYC agency following a four-year tenure at Ogilvy & Mather’s Tokyo shop.

“I’m a big believer in global thinking, and as an agency we actively seek out individuals who understand global trends,” noted Translation chief creative officer John Norman. “More than just a great writer, Fede is a powerful, strategic thinker with a sophisticated understanding of visual storytelling and contemporary culture.”

During his time at Ogilvy Tokyo, Garcia oversaw the creative development of celebrated campaigns for many of the agency’s biggest accounts, including Coca-Cola, American Express, IBM, and Citizen. He also demonstrated a gift for unleashing innovative and deeply impactful cause marketing within the local market. His daring “Sleeping Drunks Billboards” used real photos of people passed out in the streets of Tokyo to earn plaudits from the D&ADs, LIAs, and One Show. His “Condomania” campaign promoted condom usage with striking print ads of naked couples intertwined in vacuum-sealed plastic bags. The print campaign claimed major prizes from Spikes Asia and the Cannes Lions International Festival of Creativity.

Garcia originally transferred to Ogilvy Tokyo from the agency’s office in his home-country of Argentina, where he served as a sr. copywriter and creative director for brands like Coca-Cola Co., Mondelez, Kraft Foods, and Kimberly-Clark. Prior to that, he spent two years as a sr. copywriter at JWT Buenos Aires.

“Throughout my life, I’ve always been driven by one simple thought: keep learning,” said Garcia. “I truly believe that no matter where you are in your career, the only way to keep growing is to find the right people to learn from. And honestly, I could not think of anyone better to learn from than John Norman.”