Federico Wilhelm










The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.

NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.

Grand Jury member Federico Wilhelm is a Creative Director for Ogilvy El Salvador. After 12 years in his advertising career as copywriter and Creative Director in Argentinian agencies such as: Young & Rubicam, SCPF, Kepel & Mata, CraveroLanis y Human; working for big clients (Coca-Cola, Quilmes Beer, Budweiser, Brahma Beer, Visa, YPF, Volkswagen, Bayer, among many others) and 9 years as a creativity teacher; Fede falls in love with a Salvadorian girl and moves to El Salvador, where he starts working as Creative Director in the country’s number one agency: Ogilvy.

Along with his career, he has won different awards in national and international festivals such as El Ojo de Iberoamerica, El Diente and Cannes Lions, and has given conferences across Latin America. He is now opening a school for creatives with a whole new concept: La Ducha. He has also been the lead singer for a band called Fixes and remains a fan of Boca Juniors.

On Judging:

New York Festivals: If you were to participate on the Grand Jury ten or fifteen years from now, what changes would you expect to see regarding the work?

Federico Wilhelm: I’d love that once and for all we could see work that’s closer to people, than closer to creatives.
It happens when you see work being awarded that nobody really saw in the country that it happened.
We definitely work for the people. A lot of good work demonstrates that good ideas are also well received by audiences.
A Grand Prix should be for the most shared ideas on social media or most commented ad in the bus, for example.

On Advertising:

New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?

Federico Wilhelm: Renault Clio - Devil
Telecom – Pregnancy
Telecom – La llama que llama
(the 3 are from Agulla & Baccetti Argentina)

New York Festivals: What philosophy drives your career?

Federico Wilhelm: I have an implicit agreement with advertising. I help them sell their brands, as long as they let me tell stories.

On Life:

New York Festivals: How do you tap into creativity?  What do you personally do to fan the creative flames?

Federico Wilhelm: I especially watch films, advertising, standup comedy, series, listen to music or discuss ideas with other creatives.

New York Festivals: What movie or book best depicts the theme of your life?  

Federico Wilhelm: Cronicas del Angel Gris by Alejandro Dolina / Big Fish by Tim Burton / Adaptation by Charlie Kaufman and Spike Jonze.