Carlos Montano - Creative Director
As a cross-cultural Creative, Carlos brings more than 17 years of creative and marketing experience.
He has served as Creative at BrandShark Group, Brand Addict, WPP Multicultural-UniWorld Group and Grey Advertising New York, working with a distinguished roster of clients that included Masterfoods, HSBC, The Red Cross, Seagram, Panasonic, Procter & Gamble, Issey Miyake, Ungaro, Warnerbros, Hard Candy Fitness,Merck and The New York Lottery among others. Carlos has also worked extensively in Latin America. His experience in Latin American advertising includes responsibilities such as that of Creative Director at D'Arcy and FCB, where he created successful campaigns for Colgate, Renault, Bell Canada, Citibank and MasterCard and Caracol TV, among others.
Carlos has also taught university-level creative workshops in Colombia, and his advertising work has gained international acclaim in the Effie Awards, PhAme, Fiap, Adage and Cannes festivals.
Content Strategy Writing Campaign Management Branding
Social Media Events Content Creative Initiatives
Responsible for their credit cards communications for the U.S. Hispanic Market, creating strategic campaign insights and brand alignment for every digital and printed advertising and customer communications.
Brand Shark Miami
Creative Director- Writer – Big-idea generator 01/ 2010 - 05/2019
Managing the strategic and creative teams (10 creatives 2 strategic planners) for Hard Candy Fitness, GMAT, UTH Florida.
We created all the brand guidelines, look and feel for Hard Candy Fitness (Madonna’s Gym) in more than eight countries. We created Brand guidelines for GMAT, GMAC, and their associate brands and a successful campaign to motivate fence seaters to take the test.
We also created online campaigns for student acquisition for UTH Florida University, getting more than 9k filtered candidates in the first four months.
New York – Creative Director 05/05 – 2010
Managing and directing the creative and production teams (12 creatives writers and designers and 2 producers) for Teligence Canada, Blue Cross Blue Shield, Pfizer, ESPN, Merck, Issey Miyake.
We highly increase the number of members for BCBS in New York and New Jersey. Launched Vytorin, Pristiq and developed campaigns for Gardasil for the U.S. Hispanic Market.
B.A. in Literature
Universidad Javeriana. Bogota, Colombia. 11/87 (ten books published)
Directing and acting
CEC License. Bogota, Colombia. 11/ 83
Workshop – Global NLP Institute. 09/92
Short Film Workshops – NYC IFW. 06/05 – 06
Digital + SM
Entrevista a Roger Valladares Creador de UTH Florida University
What they say about my work
Carlos is a rare combination of a talented creative as well as an excellent businessman. He is a professional in everything he does. The best recommendation I can give is that I hope to work with him again soon.
Carlos was responsible for developing a new creative platform (Floating Bar) for the 3Musketeers brand that still drives brand sales today. . He has a unique ability to take a complex strategic positioning and translate it into a motivating and relevant advertising communication.
Owner, Mooney Marketing
We partnered with Carlos and the Brandshark team to help us with a branding initiative based on extensive research that our organization had recently conducted. Carlos was able to sift through the data and distill the findings into several key concepts. His team then developed these concepts into spot on creative that really encapsulated the messages and tone our customers would respond to.
I had the pleasure of working as a partner with Carlos on several major projects while I was a marketing consultant in the Miami area. Having worked with many agencies and "creatives" in the past, I have the benefit of knowing what "great" looks like - and Carlos definitely is just that in a Creative Director. Carlos is my "creative mad scientist" for big concept generation and creative campaign ideas
Carlos is a highly conceptual and strategic thinker. When I knew him while at WPP Multicultural/UniWorld Group, he was always brimming with big ideas for the 3Musketeers account. Indeed, his work on the 3 Musketeers brand took it to new heights. Definitely, one of the brightest minds out there in the ad world
Carlos Montaño is a Creative Director whose extensive experience of over 21 years in Latin American and Caribbean advertising brings a fresh approach to the multicultural landscape of the United States.
He has been Creative Director at Grey Advertising New York, UWG, and Creative Director at DMB&B Latin America, working on brands such as Merck, AstraZeneca, Pfizer, Aventis, American Red Cross, Colgate, Bell Canada, Renault, Nabisco, Master Card and Citibank, The New York Lottery,
3Musketeers and Hope worldwide.
His work has been recognized at the Catalina, Fiap, AHHA, Phame Creative Circle, Mercury, and Cannes awards.
He has also published eleven books and has been a university professor.