Aderwize

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.