Abe GARCIA

Executive Creative Director | DIESTE DALLAS

Abe has been at Dieste since early 2015; currently leading creative duties for AT&T, Cheetos, Doritos, Pollo Campero and Victor Pet Foods. Before Dieste, Abe put to work his strategic creative style for Bromley Publicis leading the agencies largest brands including Coors Light, NBA, Burger King, Papa John’s, P&G, Nestle, General Mills and Continental Airlines, among others. Born in Mexico and raised in the US. It’s this biculturalism that allows him to effectively tailor messages for multiple markets. Couple this biculturalism with being an idea junkie has led him down a successful career contributing to the growth of any brand he touches. His work has been recognized in Cannes, Clio, D&AD, Effie, and One Show. But the biggest trophies in his life, the ones he’s most proud of, don’t have titles. They have names. They are his wife Tracy, and his two sons Nicholas and Gavin.

questionnaire

What was your very first job?

My very first job was as a Lifeguard. My first advertising job was at a Houston advertising agency, Black Rogers Sullivan & Goodnight.

Please describe, in your own words, what your job is and what work it entails.

Currently and Executive Creative Director at Dieste an Omnicom agency. Responsible for maintaining the creativity standards and vision of the agency. I also lead the creative teams that service AT&T, Pollo Campero, Cheetos, Doritos, and Victor Pet Foods.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

I fell in love with advertising at a really young age. As a child I looked forward to Saturday mornings but not for the cartoons. I would immensely enjoy all the kid advertising commercials while enjoying a bowl of cereal.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Two Things.

One, Constantly consuming the world around you is a must. Whether it's books, films, music, or viewing every kind of social/digital content.

Two, Keep toxic people out of your inner circle.
It only takes one toxic/negative person in your circle to make others feel uncomfortable or timid, and toxic people tend to influence not just one person within an organization but many. I have come to find out that letting these unsupportive and negative people out of my tribe is a prerequisite to fostering innovation.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

Really proud of the non profit work we do for Dallas Pets Alive. We share their mission to promote and provide the resources, education and programs needed to eliminate the killing of companion animals in North Texas.

The idea Spoty Play combined two disparate sources of data––dog behavior and music––in an innovative way that solved a problem for shelters, adopters, and pets. We analyzed hundreds of reports from pet foster homes to create detailed profiles of each dog's breed and temperament. We then used Spotify data––BPM, genre, similar artists, release date, and more––to curate playlists that expressed each adoptable dog's unique personality. The result was playlists that allowed users to spend time getting to know many of the adoptable dogs and find their perfect match through similar music taste.

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)

Photo
Film
Production

jury

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