Carl W. Jones

Carl W. Jones is a visionary bilingual, multicultural & multimodal communications professional, advertising scholar, speaker, and currently completing a PhD . His content creation for clients has generated millions of pounds in earned media. One of the most awarded Art directors in the Mexican advertising industry, and selected as one of the Top 20 Canadian Creative Directors by Strategy Magazine, he won a silver in the Royal College of Art '3 Minute Thesis competition.' In total, he has won over 500 awards and recognitions, and shot over 1,000 TV ads. Currently he is on the International Association of Semiotic Studies (IASS) 2019-2024 representing UK. Recently Carl judged the American Advertising Awards (ADDYs), Grand Jury AdForum's PHNX, FAB, and Cannes Young Lions UK. 

PhD research at the Royal College of Art on “Decolonising Advertising,” sets out to redefine the concept of advertising through his analysis of the political economy of race in Mexico, and its manifestation through the spectacle of advertising. Jones's main research method is #semiotics. 

Carl currently teaches Digital Media & Film at the University of Westminster in London, and is a research member at University of Westminster’s Communication and Media Research Institute (CAMRI), a world-leading centre in the study of media and communication renowned for critical and international research. Jones is recognized globally as an authority on advertising, being invited to speak in 12 countries such as Clio’s Asia, Marketing Magazine Toronto, and recently at Ibero university in Mèxico City, and at AAA (American Academy of Advertising) conference, among others. He has been Interviewed by major publications and media channels such as the BBC; The Face; BBC Mundo; The Telegraph; Periodico Reforma, and writings reported on PBS, Indian Times, Yahoo news. His research is published in scientific journals in various languages, and on news-sites. His latest investigation into 'Racism in advertising' has received over 7,000 shares on social media.

Whether commercial advertising work, academic writings, or confrontational art projects Jones' creative output consistently aligns with his academic focus on decolonizing advertising by dismantling its racist narratives and Eurocentric foundations. His artistic methods serve as provocations for the industry to reckon with its colonial legacies. #Sustainability #CreaTech