about

Bio

My career in advertising began as an intern in the Account Services while attending Complutense University of Madrid and earning a Bachelor’s Degree in Advertising and Public Relations. I then made the jump to the Creative world as a Copywriter at Leo Burnett, Madrid. During those years, I had the opportunity to work on brands such as FIAT, Orange Telecom, Lotería del Niño (The Kid’s Lottery), Chesterfield, Dorada Beer and the Sitges International Film Festival. For seven years, I formed part of the Creative team assigned to different projects that included the winning pitch for Orange Telecom in Spain and Chesterfield in Europe. The agency became one of the top creative offices in the network and I won several international awards.

Upon departing Leo Burnett, I joined BBDO in Madrid as Creative Director. I was invited to lead the creativity for Toyota, Gillette and Pepsi. I led multidisciplinary teams in strategy, branding, production and delivering cutting-edge content, which sparked my interest in a new type of digital storytelling to create engaging experiences between brands and their audiences.

In April 2010, I made the leap to the U.S. to join SCPF America (JWT) where I served as Creative Director for the Miami, New York and Mexico offices. I hit the ground running, leading the Hispanic Market communications for Global Clients such as IKEA and months later added new Clients to the roster, which included Balearia U.S., Sushi Itto Mexico, Coca-Cola Mexico and Sabadell Bank, the largest bank in Florida.

In 2012, my team won the pitch for Olympus Camera to develop the new General Market campaign for the brand’s Penn and Tough Series that ran during the NBA Playoffs the same year.

In 2013, we won the pitch for creating Hispanic Market campaigns for Zyrtec and J&J. And in 2014, we won the pitch for U.S. and LATAM to develop the campaigns for Absolut and Chivas, Pernod Ricard.

In 2014, I was appointed to the Film Jury at New York Festival, where I learned from my co-jurors and enjoyed being among so much talent.

In 2015, I was named part of the jury of Ad Stars Awards.

After all these years forming part of big corporations, I decided to make a daring move in my career. I craved a more personal level of interaction with Clients, agencies and production companies, so I'm embracing the freelance lifestyle in order to have the opportunity to work anywhere! With different people, on exciting projects and with welcomed challenges. Developing my personal projects will also be top of mind.

I currently live in Miami, a city I always wanted to call my own.

Contact

LinkedIn / bertjg@gmail.com

workBack to works

Toyota iQ

BBDO Madrid

Sitges Festival

Leo Burnett Madrid

Pepsi

BBDO Madrid

Dorada Free

Leo Burnett Madrid

Orange Telecom

Leo Burnett Madrid

Olympus

SCPF America

The Kid's Lotto

Leo Burnett Madrid

M80

BBDO Madrid

Fiat

Leo Burnett Madrid

Bahamas Express

SCPF America

Sabadell Bank

SPCF America

SoundProofing

SPCF America

Dorada

Leo Burnett Madrid

Chesterfield

Leo Burnett Madrid

Fiat Basketball League

Leo Burnett Madrid

Toyota Prius

BBDO Madrid

Zyrtec

SCPF America

Sushi Itto

SCPF America

Toyota iQ

Creative Director / Copywriter
BBDO Madrid
Oct 2007 - Oct de 2009

|

The goal was to launch the new Toyota iQ communicating its features but breaking through

the category

  • Adding Admirations
  • Airbag Bag
  • Drop Faces
  • Heart Hearts
  • HP Icons
  • Lion

ORANGE TELECOM  “Christmas Campaign”

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

A Christmas campaign full of insights that help us better understand the advantages of the new fees.

FIAT STILO RACING “Maps”

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

When faster means to be closer.

  • USA
  • Spain
  • UK

DORADA Beer “The Goat”

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

A local beer from the Canaries developed a campaign based on the importance of friendship. They stressed that if you don´t take care of your friends, this curse will fall on you: a goat will constantly follow you everywhere reciting microwave recipes. The Goat became an icon in the Canary Islands and everyone knew about it.

SciFi & Fantasy Film Festival of SITGES “Hairdresser”, “E.T.”

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

"Hairdresser" - In honor of David Lynch’s talent and ingeniousness.

"E.T" - 20 years is a long time, even when you’re a Hollywood alien.

End Line Translation: Too many years away. 20th Anniversary of ET.

OLYMPUS

Creative Director / Copywriter
SCPF America
Apr 2010 - Present

|

Because the importance of a photograph does not lie in the image but on the story behind it.

BALEARIA “Paperboys”

Creative Director / Copywriter
SCPF America
Apr 2010 - Present

|

One morning The Bahamas felt closer to Miami.

  • Bahamas

Chesterfield

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

Route 66 was the scenario to represent the adventure spirit of the Brand.

  • Cornfield
  • Gasolinera
  • Lobster
  • Office
  • Pumpoil

PEPSI “Torres”

Creative Director / Copywriter
BBDO Madrid
Oct 2007 - Oct de 2009

|

Fernando Torres, “El Niño”, worldwide soccer star, pokes fun at himself and his accent, which doesn’t let him pronounce the brand name correctly.

The Kid's Lotto “Supermarket”

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

Christmas in Spain has some representative icons. One of them is definitely The Kid’s Lotto, January 6th. The name and the date come from the Spanish tradition of the Three Wise Men, who supposedly brought 3 gifts to Jesus when he was just a newborn. Here we used the name Kid’s Lotto and a child’s figure as a symbol for good luck.

  • 1 2

SABADELL BANK

Creative Director / Copywriter
SCPF America
Apr 2010 - Present

|

Sometimes people don’t want to hear your promises. They just need to know your values.

  • 1 2
  • 3 4
  • 5 6
  • 7

FIAT Sponsorship Basketball League

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

In a country like Spain where soccer means everything, they enjoyed making a campaign that reclaimed their place.

Dorada Free

Copywriter
Leo Burnett Madrid
Sep 2001 - Oct de 2007

|

You won’t feel the difference. But it’s different.

M80 Radio “Yesterday”, “Wonderful”

Creative Director / Copywriter
BBDO Madrid
Oct 2007 - Oct de 2009

|

Every year, M80 Radio launched a campaign to communicate a public service message.

  • Drop
  • Heart
  • 1 2
  • 3

SOUNDPROOFING “Drums”, “Bed”

Creative Director / Copywriter
SPCF America
Apr 2010 - Present

|

You can’t change your neighbor. But you can change the wall that stands between you.

Toyota Prius “Tree”

Creative Director / Copywriter
BBDO Madrid
Oct 2007 - Oct de 2009

| A billboard for the eco-friendly Toyota Prius had to be eco-friendly to the trees behind the board allowing the branches to put through cut outs in the board.

  • Prius

DZyrtec

Creative Director / Copywriter
SCPF America
Apr 2010 - Present

|

The biggest day of the year has finally arrived: your son’s end of school year play. He’s on the cymbals. You taped the whole act just to capture your son’s big moment. What could have made you miss out?

Sushi Itto

Creative Director / Copywriter
SCPF America
Apr 2010 - Present

|

After 25 years of mexicanizing sushi, Sushiitto dared to try it on something even more Japanese. A Japanese guy. And yes, we succeeded.

awards-media

Awards

CANNES – 2 Lions

YOUNG GUNS – 1 Merit

EUROBEST – 1 Merit

CDEC – Spanish Creative Club – 4 Merits

NEW YORK FESTIVAL – 2 Entries, 1 Award

FIAP – Latin American Ad Festival – 3 Awards

OJO DE IBEROAMÉRICA – 1 Award

CRISTAL FESTIVAL EUROPE – 1 Award

EL SOL – San Sebastián Festival, Spain – 4 Awards

ADCE – Art Directors Club Europe – 1 Merit

THE ONE SHOW – 1 Merit

IAB – Interactive Advertising Bureau – 1 Award

Media

BBC World - November, 2011 / Visit article

Film Jury at New York Festival 2014

Jury at Ad Stars 2015

recommendations

“For over 6 years I worked with Alberto Jaén. Among the campaigns that he has created (Dorada Beer, Spanish National Lottery, Orange Telecom, Fiat Automobile, Sitges Film Festival, Procter & Gamble and Philip Morris) we can find a wide range, which allowed Leo Burnett Spain to advance its global reputation as one of the worlds’s most creative companies. My personal relation with him was excellent , but it was his work that made him excell above the rest”.

Miguel Angel Furones
Former Worldwide Creative Director at LEO BURNETT
Now President of PUBLICIS SPAIN

“Alberto is probably one of the most effective and efficient creative directors with whom I worked throughout my professional career. From the time he joined Tiempo BBDO and took charge of the Toyota account, the creative value he brought to the account, both from a human point of view as well as a professional one, has been of great importance in order to achieve both the commercial and image goals that Toyota had set. Alberto is a very tenacious person, promoting ideas with a contagious enthusiasm and passion. He expresses a high level of attention to detail and perfection in any work he undertakes no matter how large or how small it is - this last aspect has been much appreciated in Alberto as it has generated a high level of trust from me towards him and his creative team”.

Alejandro Fernández Kennedy
Toyota Advertising Manager

“Alberto showed a sense of responsibility, commitment to the project, generosity with ideas and large doses of cool. Soon after came the brilliant pieces and the awards. On one occasion he requested to use his vacation days and work during that month in the Chicago office and get to know first-hand the day to day of working in advertising in the American market. I think that says it all. As a person, Alberto is an extraordinary guy and that is a guarantee against any future scenario that an agency can handle”.

Rafa Antón
Former Executive Creative Director at Leo Burnett
Founder of CHINA

“Writing about Alberto makes me feel modest because I am talking about a person whom I deeply respect from professional view and personally admire; talented, eager to work and especially because after years in the profession he’s still as excited as the first day. He’s good guy, a good friend and great worker. Whoever hires him takes the gold”.

Fernando Herrero
Former Vicepresident, BBDO España

“Alberto is a great creative. He is hard working, motivated and passionate. He believes in what he does and he does it well. I would highly recommend him as a valuable asset to any creative department”.

Sarah Okrent
Global Creative Services Manager, Leo Burnett

“I’m not going to tell you about Alberto’s illustrious advertising pedigree. Nor am I going to list all the award winning work he has produced consistently over the years. If you are reading this, you are visiting albertojaen.us and I’m certain that all that work can be found somewhere around here. What I want to tell you about is the part you only get to know when you work with him closely –as we have done for the last two years at SCPF. He’s a morning person. He’ll be up and about way before you. By the time the water in your teapot (I don’t drink coffee) reaches boiling point, he’s already answered emails, assigned work to the different teams, send you ideas to review and most likely gone for a run and for breakfast at his favorite coffee joint. That he’s a morning person doesn’t mean he won’t stay until late when needed. On the contrary, he tends to be the last one out. It might sound like the makes of a workaholic but it couldn’t be further from the truth -Alberto enjoys life, friends, cuisine, sports, cinema, culture and time out from our crazy world as much as the next. However, I have seldom found in all my years in advertising anyone with such work ethic, sense of responsibility and unwavering optimism.
Pair that to his genuinely kind personality and you couldn’t find a more dependable creative director for your team. Now that I’m about to put to an end my advertising career and what has been my life for the last 21 years will be no more, there will be a lot of things that I’ll miss. Working with Alberto will be one of them.”

Pablo Monzón
Former CCO at SCPF America