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About me

Carl W. Jones is a bilingual, multicultural “tradigital” communications professional who is also a grad student. His content creation for clients has generated millions of dollars in earned media. Selected one of the Top 20 Canadian Creative Directors 2012 by Strategy Magazine, also he became the most awarded Art Director in the Mexican advertising industry 1995-2010. Carl was nominated for "Excellence in Teaching" 2015 at OCAD University, Toronto, and Nominated for University of Westminster Student Union UWSU Staff Appreciation Awards 2016 & 2018. In total he has won over 500 awards and recognitions for his advertising messages, and academic career. 

2019 saw Carl publish academic papers on "Racism & classism in Mexican advertising" by Stringer, & just published by Cambridge Scholars  "Encoding a Personal Brand" using semiotic theory. 

In 2020 Carl will present his research into 'Decolonizing Advertising' at El Colegio de Mexico (COLMEX) and at the Government of Mexico's CONAPRED (Advice to prevent discrimination) in Mexico City in April, and at 'Semiosis in Communication' conference  in Bucarest, Romania in June.  


Carl currently teaches PR & Advertising BA Honors at the University of Westminster (UoW) in London, and is a research member at UoW’s Centre For Research And Education in Arts and Media ‘CREAM’,  which is one of the UK's leading centres for research in visual and media arts, design and music. He is also a member of @LASSAWw Latin American Studies at Westminster. 


At the Royal College of Art, Jones’s MPhil/PhD research on ‘Transitioning Advertising’, sets out to redefine the concept of advertising by divorcing it from a specific ideology.  Transforming it from a capitalist tool used to persuade consumers, into one that can be appropriated to design for the human good. This research intends to provide evidence that the theories and methods of advertising can be re-defined and re-deployed to benefit society.

Carl uses "Art through research" as a method to investigate and create artworks. His pieces have been exhibited in Galleries and Museums in: Mexico City, Toronto, London UK. 

In 2014 Jones contributed to the book "Hacker, Maker, Teacher, Thief: Advertising's Next Generation" published by Creative Social, and presented and published a marketing paper on the Mr. Clean brand at the ‘12th World Congress of Semiotics’ 2015; and at the ‘Semiosis in Communication’ world conference in Bucharest 2016/18; and Semiotics & Design at Cyprus University of Technology, Lemesos 2017. Latest conference attended is 14th World Congress for Semiotics  in Buenos Aires, Argentina. He is recognized globally as an authority on advertising, being invited to give seminars in 12 countries such as Clio’s Asia, Circulo Creativo Mexico City, Marketing Toronto, Syracuse University USA, Edgehill University UK, and recently at Royal College of Art, London. He has been Interviewed by major publications and media channels such as the BBC;  BBC Mundo; The Telegraph; and research published on The Conversation, and PBS News.


For details of all my research outputs, visit my WestminsterResearch profile.