Humberto Polar Joins FCB Mexico as Chief Creative Officer
FCB Mexico CEO Eric Descombes announced today that Humberto Polar will join the agency as Chief Creative Officer, effective immediately. Polar joins from his role as CEO of FCB Mayo and Head of FCB International’s LATAM Creative Council. In his new role, Polar will be dedicated to enhancing the creative product with a digital focus. He will work across FCB Mexico’s full client roster, including Beiersdorf, Reckitt Benckiser Mexico, Reebok and Medicos sin Fronteras. As well as steering the creative direction of FCB Mexico, Polar will continue to sit on FCB’s Global Creative Council.
“Our ambition is to transform FCB Mexico into the most creative digital full service agency of the market, and when you take over any challenge you want the best talent with you. Humberto is one of the top creative leaders worldwide and has the perfect combination between business objectives & creativity,” said Descombes. “We share the philosophy that clients should see us as a seamless off- and on-line partner. He understands our clients’ marketing challenges and has the creative mind needed to connect with consumers and differentiate from competitors. He has the marketing knowledge and huge global experience that no other creative in Mexico has.”
When Polar joined FCB Mayo in 2012, he established a mind-set designed to ensure that every project could be run comfortably through digital platforms. This led to globally recognised, innovative campaigns such as the “Water-Producing Billboard” and “Plant Lamp” campaigns for UTEC; the “Fashion Killers” app for Centro Commercial Plaza del Sol; "The Kindest Peruvian" for the Ministry of Tourism and Commerce; and most recently, “Vultures Warn” for the Peruvian government and USAID. His work is characterised by a balance between off-line happenings, a versatile digital distribution of the information and building an audience through relevant content.
Prior to FCB Mayo, Polar was Executive VP, ECD of Lowe Mexico from 2003-7 and headed their LATAM Creative Council. His task was to consolidate a creative culture, do great work and grow the reputation of the office. In 2007 his effectiveness was recognised when peer voting awarded him the honor of Best Creative Director in Mexico at El Ojo de Iberoamérica.
From 2008-12 he worked on creative endeavours outside of the advertising industry that still influence his work today. As editor of music magazine “Marvin”, he was responsible for developing a digital counterpart to their successful paper mag. He quickly learned the importance of good content when switching to a digital paradigm. He applied these lessons to the music label he first founded in 1999, Pantamuzik, adapting its model to promote, distribute and sell electronic music through digital means.
Polar has been a Cannes, Clio and El Sol juror and speaker at Dubai Lynx, One Show Creative Week, Eurobest, El Ojo and the Young Creatives Academy at Cannes Lions Festival. He is one of the most respected creative leaders in the global advertising community, one of the most awarded creative directors of the region and one of the very few to win Cannes Lions from three different countries. He is also a renowned visual artist, poet and electronic musician with many solo and collective shows all over America and Europe.
“In 2012, after 24 years working abroad, I returned to my home country, Peru, to catch up with interesting things that had happened there, like economic growth and cultural development. I was asked to help to put FCB Mayo on the worldwide creative map and now I feel I’ve completed my task. There is a great team in place there who I’m confident will build on that momentum with clients and staff, so I'm ready to continue my international work.” said Polar. “Sometimes you have to return home for a while, be reenergised by your roots and then keep moving on. Mexico is a very special country for me. I lived there for nine years and it’s where I met my wife. I understand the market and culture and I always feel really welcome. I’m looking forward to doing great work with Eric and the rest of the leadership team,” he added.
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.FCB.com and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).