Carl W. Jones

Dr. Carl W. Jones is a bilingual, multicultural & multimodal communications professional, advertising scholar, and speaker. 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 also won a silver in the Royal College of Art '3 Minute Thesis competition for his research into 'Decolonising Advertising through Diversity'  In total, he has won over 500 awards and recognitions, and shot over 1,000 TV commercisls with his creative teams. Carl is part of  the  International Association of Semiotic Studies (IASS) representing UK and co-founder of B.A.S.A. British Association of Semiotic Advancement. Recently, Carl judged the American Advertising Awards (ADDYs), Grand Jury of AdForum's PHNX, FAB, KYIV International Adv Festival, and Cannes Young Lions UK. 

Jones's PhD research at the Royal College of Art  “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 teaches Digital Media; PR & Advertising; and  Film at the University of Westminster in London, and is a research member at CAMRI: Communication and Media Research Institute, a world-leading centre in the study of media and communication, renowned for critical and international research. Dr. Carl W. Jones is editor-in-chief of academic journal WPCC Westminster Papers in Communication Culture.  Jones is recognised globally as an authority on advertising, being invited to speak in 12 countries such as Clio’s Asia, Marketing Magazine Toronto, FARA Bulgaria, Ibero university in Mèxico City; AAA (American Academy of Advertising) conference, and SXSW Austin among others. He has been Interviewed by major publications and media channels such as the BBC; The Face; BBC Mundo; The Telegraph; BBC Global; Periodico Reforma, and writings reported on PBS, Indian Times, and Yahoo news. His research is published in scientific journals & academic books in various languages. 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