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Toni Segarra

Founding Partner & Creative Director / *S,C,P,F...

 

Born in 1962. Graduate in Spanish. He started in advertising at Vinizius, a small technical studio he founded with his brother in 1985.

His first job in an advertising agency was at Vizeversa, in 1986, where he was a copywriter. From there, he moved to Contrapunto in Madrid, as Creative Director. A year later he returned to Vizeversa in Barcelona, when they went into partnership with the EWDB group (now Euro RSCG). In January 1991, he was a founding member of Casadevall Pedreño SPR (the ‘S’, to be precise). He left the agency six months later.

In September 1991, he started at Delvico Bates, as head of the creative department. Under his leadership, in 1994 the agency won the highest number of awards ever bagged by a single agency in one year: a total of 85. It was also the country’s top award winner over the following four years.

On 15 February 1996, he founded *S,C,P,F... along with Luis Cuesta, Félix Fernández de Castro and Ignasi Puig.

In the course of his career, he has been fortunate enough to work on campaigns that have won prestigious awards at the main national and international advertising festivals, including 37 Lions at Cannes—unanimously considered the most important in the world—including one of only two Grand Prix awards ever won by a Spanish agency. To these we can add well over 100 Soles, including 7 Grand Prix, at the San Sebastian Festival, the benchmark event for Latin American advertising.

*S,C,P,F… is the agency with the most items selected in the first ten yearbooks of the ‘club de creativos’. This organisation selects the best of Spain’s annual advertising crop, and *S,C,P,F… is the only Spanish agency to win the Gran Prix three times at the EFI Prizes for Effective Advertising, awarded by the Spanish Advertisers’ Association.

He’s been on the jury at many festivals, including Cannes (twice), the British D&AD awards (the first Spanish jury member for Advertising), the club de creativos and the San Sebastian Festival, twice as president of the jury.

He is a member of the boards of two prestigious international advertising schools: the Miami Ad School in Hamburg and the Berlin School of Creative Leadership.

He was chairman of the board of directors of the club de creativos for two years (2001-2003).

In the year 2000, following a survey of sector professionals and advertisers, he was voted creative of the century by the magazine Anuncios.

In May 2007, in its 100th issue, British magazine Shots named him one of the world’s ‘100 top creative minds’, the only Spaniard on the list.

In May 2009, El Publicista magazine undertook another survey amongst thousands of professionals in the sector, from which he emerged as creative of the decade.

Also in 2009, the Ibero-American Advertising Festival (FIAP) considered his career before selecting him to become one of the four Spanish creatives (and the only one under fifty years old) inducted into its Ibero-American Hall of Fame, which honours the most outstanding Latin American professionals.

In October 2009, the Government of Catalonia awarded him the National Communication Award for Advertising, in recognition of his professional career.

In May 2009, Espasa published Mr. Segarra’s first, and only, book to date: Desde el otro lado del escaparate [From the other side of the shop window], a selection of his thoughts on the trade.

More
Volkswagen Campaign<br />photo credit: Wikipedia / oldadvertising.blogspot.com / jeandennis.wordpress.com / aircooledvwlove.com
Volkswagen Campaign<br />photo credit: Wikipedia / oldadvertising.blogspot.com / jeandennis.wordpress.com / aircooledvwlove.com
Volkswagen Campaign<br />photo credit: Wikipedia / oldadvertising.blogspot.com / jeandennis.wordpress.com / aircooledvwlove.com
Volkswagen Campaign<br />photo credit: Wikipedia / oldadvertising.blogspot.com / jeandennis.wordpress.com / aircooledvwlove.com
Volkswagen Campaign<br />photo credit: Wikipedia / oldadvertising.blogspot.com / jeandennis.wordpress.com / aircooledvwlove.com
Volkswagen Campaign<br />photo credit: Wikipedia / oldadvertising.blogspot.com / jeandennis.wordpress.com / aircooledvwlove.com

Volkswagen Campaign

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The Independent - "Litany"

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Nike Campaign

Miller High Life Campaign<br />

Miller High Life Campaign

Colors magazine, Tibor Kalman for Benetton<br />photo credit: iconicphotos.wordpress.com, imprint.printmag.com
Colors magazine, Tibor Kalman for Benetton<br />photo credit: iconicphotos.wordpress.com, imprint.printmag.com
Colors magazine, Tibor Kalman for Benetton<br />photo credit: iconicphotos.wordpress.com, imprint.printmag.com
Colors magazine, Tibor Kalman for Benetton<br />photo credit: iconicphotos.wordpress.com, imprint.printmag.com
Colors magazine, Tibor Kalman for Benetton<br />photo credit: iconicphotos.wordpress.com, imprint.printmag.com
Colors magazine, Tibor Kalman for Benetton<br />photo credit: iconicphotos.wordpress.com, imprint.printmag.com

Colors magazine, Tibor Kalman for Benetton

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The Truth - Anti-Smoking Campaign

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George Lois - Esquire Covers

Guggenheim Museum Bilbao<br />photo credit: Wikipedia

Guggenheim Museum Bilbao

Skittles Campaign<br />

Skittles Campaign

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The Guardian - "Points of View"

The Baron in the Trees<br />photo credit: Wikipedia

The Baron in the Trees

Italo Calvino

Cuentos Completos<br />photo credit: goodreads.com

Cuentos Completos

Julio Cortázar

Blood Meridian<br />photo credit: Wikipedia

Blood Meridian

Cormac McCarthy

Chronicle of a Death Foretold<br />photo credit: Wikipedia

Chronicle of a Death Foretold

Gabriel García Márquez

Complete Works<br />photo credit: amazon.com

Complete Works

Jorge Luis Borges

The Family of Pascual Duarte<br />photo credit: amazon.com

The Family of Pascual Duarte

Camilo José Cela

Heart of Darkness<br />photo credit: Wikipedia

Heart of Darkness

Joseph Conrad

The Lost Steps<br />photo credit: openlibrary.org

The Lost Steps

Alejo Carpentier

Pedro Páramo<br />photo credit: Wikipedia

Pedro Páramo

Juan Rulfo

The Doubter's Companion: A Dictionary of Aggressive Common Sense<br />photo credit: barnesandnoble.com

The Doubter's Companion: A Dictionary of Aggressive Common Sense

John Ralston Saul

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Citizen Kane

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Miller's Crossing

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The Apartment

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Rear Window

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Stagecoach

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The Quiet Man

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Johnny Guitar

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Toy Story

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Dersu Uzala

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Oci ciornie

Taberna Sant Juliá, Campos, Mallorca, Spain<br />
Taberna Sant Juliá, Campos, Mallorca, Spain

Taberna Sant Juliá, Campos, Mallorca, Spain

Fazenda Borba Gato, São Paulo, Brazil<br />photo credit: fazendadoborba.com.br
Fazenda Borba Gato, São Paulo, Brazil

Fazenda Borba Gato, São Paulo, Brazil

Rancho é Cuero, Tupungato, Mendoza, Argentina<br />
Rancho é Cuero, Tupungato, Mendoza, Argentina

Rancho é Cuero, Tupungato, Mendoza, Argentina

Angra dos Reis, Rio de Janeiro, Brazil<br />photo credit: Wikipedia
Angra dos Reis, Rio de Janeiro, Brazil

Angra dos Reis, Rio de Janeiro, Brazil

Es Carbo Beach, Ses Salines, Mallorca, Spain<br />photo credit: mallorcatriathlon.com
Es Carbo Beach, Ses Salines, Mallorca, Spain

Es Carbo Beach, Ses Salines, Mallorca, Spain

elBulli - Cala Montjoi, Girona, Spain<br />
elBulli - Cala Montjoi, Girona, Spain

elBulli - Cala Montjoi, Girona, Spain

Balneario San Juan de la Font Santa en Mallorca, Spain<br />
Balneario San Juan de la Font Santa en Mallorca, Spain

Balneario San Juan de la Font Santa en Mallorca, Spain

Florence, Italy<br />photo credit: Wikipedia
Florence, Italy

Florence, Italy

San Sebastian, Spain<br />photo credit: Wikipedia
San Sebastian, Spain

San Sebastian, Spain

Stockholm, Sweden<br />photo credit: Wikipedia
Stockholm, Sweden

Stockholm, Sweden

Diego Velázquez<br />photo credit: Wikipedia Diego Velázquez
Leonardo da Vinci<br />photo credit: Wikipedia Leonardo da Vinci
Francisco Goya<br />photo credit: Wikipedia Francisco Goya
Francisco de Zurbarán<br />photo credit: Wikipedia Francisco de Zurbarán
Marcel Duchamp<br />photo credit: Wikipedia Marcel Duchamp
Dieter Rams<br />photo credit: Wikipedia Dieter Rams
The Bauhaus<br />photo credit: Wikipedia The Bauhaus
Ludwig Mies van der Rohe<br />photo credit: Wikipedia Ludwig Mies van der Rohe
Charles & Ray Eames<br />photo credit: Wikipedia Charles & Ray Eames
Ferran Adrià<br />photo credit: Wikipedia Ferran Adrià
Google<br />

Google

Wikipedia<br />

Wikipedia

Avaaz<br />

Avaaz

Flipboard<br />

Flipboard

Tablet Hotels<br />

Tablet Hotels

YouTube<br />

YouTube

Monoscope<br />

Monoscope

Google Earth<br />

Google Earth

iTunes<br />

iTunes

Shazam<br />

Shazam