Whatabout 1: The future by Toni Segarra

‘A time of such continuous changes hinders any hypotheses about the future’.

Bachelor in Hispanic studies, he started his career in advertising at Vinizius, a small agency he founded along with his brother. Then he worked at several agencies such as Vizeversa, Contrapunto, Casadevall Pedreño SPR and Delvico Bates before founding *S,C,P,F… in 1996 together with Luis Cuesta, Ignasi Puig and Félix Fernández de Castro. Throughout his career he’s worked in campaigns awarded at the main national and international festivals, being also jury in many of them such as Cannes, the British D&AD, the Club de Creativos or San Sebastian. Some of the individual awards he’s received are: ‘Best creative of the century’ (Anuncios Magazine, 2000); the only Spanish included in the ‘100 Top Creative Minds’ list (Shots Magazine, 2007); ‘Best creative of the decade’ (El Publicista Magazine, 2009); member of the Salón de la Fama de Iberoamérica (Latin American Advertising Festival, 2009) and the National Award of Communication in the advertising category (Generalitat of Catalonia, 2009). He’s also a board member in two prestigious international schools of advertising (Miami Ad School in Hamburg and Berlin School of Creative Leadership) and was president of the board of directors at the Club de Creativos during the first two years of its existence. In May 2009, Editorial Espasa published his first and so far only book: ‘From the other side of the window’, a selection of his reflections on the trade.