Juan Pablo Hernández
Juan Pablo Hernández
Manager and creative director of Filo, a boutique agency committed to deliver strong creative with an unprecedented level of service to a small number of clients and projects.
Profile/
I’m a creative professional with strong emphasis on strategy and business results. I have over 30 years of experience with a strong record of success stories for consumer good brands, OTC drugs, service companies and public service campaigns. Strong leadership and interpersonal skills, with the ability to adapt and react quickly to the fast-evolving landscape of today’s markets.
Studies/
Colegio Helvetia – Baccalauréat 1983 Bilingual in french
Boston University – Bachelor of Science in Communications 1988
April 2014 – Present
Filo
Founder and Creative Director.
Key accounts handled:
Volkswagen / Volkswagen Trucks and Buses / Flavia Dos Santos / Alameda del Río / Amarilo /Asoleche / Fasecolda / Crem Helado / Alpina / Nestlé (Shopper marketing)
May 2007 – March 2014
Rep/Grey Worldwide
Creative VP
In charge of a team of 40+ creatives in this top 5 agency in the Colombian market.
Key accounts handled:
Tigo / Alquería / Alkosto / P&G / Nacional de Chocolates/ Colcafé / Dersa / Grasco / Allianz / Fondo de Prevención Vial / Boehringer Ingelheim / GSK / Ramo / Volkswagen / Daimler – Mercedes Benz / Arroz Diana / Mall Plaza / Repco.
December 2002 - April 2007
Rep/Grey Worldwide
General Creative Director
Key accounts handled: Procter & Gamble – Bold regional assignment for Mexico and Colombia / Procter& Gamble – Magia Blanca regional assignment for Central America / Terpel – Local brand of motor oil and gas stations / Compañía Nacional de Chocolates – Colcafé – Granola Sport – La Bastilla / Alquería – Milk / Compañía Colombiana Automotriz – Mazda / Brinsa S.A. – Refisal (SALT) / Blancox (Bleach) / 3M Scotch Brite / Telas Lafayette (textiles) / Remington / Tigo / Volkswagen
June 1999 October 2002
Procesos Creativos EURO RSCG
General Creative Director
Key accounts handled:
Alpina / BBVA Banco Ganadero / BBVA Horizonte/ Asofondos / Club Colombia / Galletas Noel / Renault / Procter and Gamble / Carrefour / Philips / Celumovil (Bellsouth) / Fruco / Canal Caracol / Peugeot / Porvenir / El Espectador.
Others
September 1988 – June 1999 Madrid, España (Sabbatical).
Procesos Creativos July 1992 – September 1998 Creative Director
Masullo y Toledo Asociados January 1991 – July 1992 Group creative director
Marca Creatividad & Mercadeo November 1988 – January 1991 Copywriter.
Awards
2017
Grand Prix JCDecaux Mupi Eucol Awards – Volkswagen FICCI sponsorship
2017
Gold Art Direction JCDecaux Mupi Eucol Awards – Volkswagen FICCI sponsorship
2013
Cannes Lions. Shortlist en Media – “Colcafé Misspelled websites”
2013
Effie Awards Colombia. Oro en Servicios Financieros – Allianz Seguros
2013
Effie Awards Colombia. Plata en Éxito Sostenido Fondo de Prevención Vial
2013
Effie Awards Colombia. Bronce en Productos de Higiene y Cuidado Personal “Pantene”
2012
Effie Awards Colombia. Plata en Alimentos “Alquería”
2012
Effie Awards Colombia. Bronce en Productos de Higiene y
Cuidado Personal “Gillette”
2011
Effie Awards Colombia. Oro en Servicios Públicos y Privados “Tigo”
2011
Effie Awards Colombia. Oro en Campañas Sin Ánimo de Lucro “Alquería”
2011
Effie Awards Colombia. Plata en Productos de Higiene y Cuidado Personal “Corega”
2009
Effie Awards Colombia. Gran Effie en Servicios Públicos y Privados “Tigo”
2009
Effie Awards Colombia. Oro en Servicios Públicos y Privados “Tigo”
2009
Effie Awards Colombia. Plata en Éxito Sostenido “Buscapina Fem”
2009
Effie Awards Colombia. Plata en Alimentos “Granola Sport”
2008
Effie Awards Colombia. Oro en OTC y RX “Buscapina Fem”
Volkswagen FICCI sponsorship
Volkswagen Colombia was the official sponsor of FICCI – Festival Internacional de Cine de Cartagena for several years. We developed these posters linking the brand to the history of cinema in a compelling way.
Buscapina Fem
We addressed the real problem with menstrual cramps: the emotional changes that go along with them. And we reflected the consequences of those changes speaking the language of teen girls: love, drama, music, music video format… The result: a brand that surpassed the category leader in just 18 months. A campaign that was exported to other countries in latin America.
Alquería
A longstanding campaign for Alquería’s whole milk, portraying its superior flavor in a fun way and always true to the brand essence. This campaign helped define the brand character of Alquería.
Colcafé Misspelled Websites
This case was a Media short list at Cannes. It turns a common problem of the internet into an opportunity for the product.
Colcafé “Flowers”
What do you do when your brand has 14 different varieties of instant coffee for your consumers to choose from? We used an analogy to present Colcafé as the brand that “pampers” coffee drinkers through its extensive portfolio.
Allianz Incomplete Cars
Having a car insurance that doesn’t cover 100% of your vehicle in case of loss or damage, is like having an incomplete car… and what better way to drive this home than having people experience it firsthand.
Blancox Pintor
A local Brand reframes the basic benefit of the category to set a new standard of whiteness in clothes and to become the leader in just 18 months.
Contact
Juan Pablo Hernandez
juanpablo@filo.com.co
Bogotá
Colombia