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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, including Cannes Lions. The mass media such as BBC; The Telegraph; BBC Mundo: Periodico Reforma, TV UNAM interview Jones on publicity and its effects on society. His newspaper articles on Racism & Classism in Mexican advertising have had over 7,000 shares on Facebook alone. 

2019 saw Carl publish academic papers on "Racism & classism in Mexican advertising" by Stringer, & Cambridge Scholars  "Encoding a Personal Brand" using semiotic theory. In 2020 he has just finished a position as Guest Editor for Westminster Press's special edition journal called 'Advertising For The Human Good' featuring academic research into advertising from around the world, and an interview with UK Madman legend Dave Trott. 

This year Carl presented his research into 'Decolonizing Advertising' at the Government of Mexico's CONAPRED (Advice to prevent discrimination) in Mexico City via a virtual  "Cuarto de Paz" (Peace Room) on Facebook Live. Next year he will be presenting at the 'Semiosis in Communication' conference in Bucarest, Romania in June 2021.  


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. Carl is also a founding member of the research group @LASAWw Latin American Studies At Westminster, and issue editor for the WPCC media journal on 'Advertising for the Human Good.'


Jones’s MPhil/PhD research at the Royal College of Art on “Decolonizing 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. 

Semiotics is Jones’s preferred method to investigate meaning in visual communication, both digital and analogue.  His papers on: Branding; Design; Digital Gaze; Advertising tools & Techniques; have been presented at global conferences, and published in a variety of languages in Europe and Latin America.  

Carl uses "Art Through Research" as a method to investigate and create subversive artworks. His pieces have been exhibited in galleries and museums in Mexico City, Toronto, Dubai, London, and others. Jones’s artwork is part of the ‘Fundacion Televisa Art Collection’ one of the largest in Latin America.  


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