Humberto Polar, a peruvian born, is one of the most important creative leaders in Latin America.

His contributions to the creative reputation of the region for the last 20 years are remarkable. He started in 1986, working in Properú Lintas as a copywriter. Soon he emigrated to McCann-Erickson Ecuador. In 1991 he started DeMaruri (now Maruri Grey) along with Jimmy and Eduardo Maruri. In 1992 he went to McCann Colombia as Coca-Cola Creative Director. In 1995, he won the first Cannes Lion ever for that country with a spot for Tesa Glue.

In 1996, Polar founded (along with Jose Miguel Sokoloff and Francisco Samper) Lowe-SSP3, an agency that started a big change in the colombian industry. He was ECD in his own agency until 2003, when Lowe asked him to lead the Mexico office. In 2005 he was named head of the Latam Creative Council and a member of the worldwide creative board.

After a sabbatical from 2008 to 2011, he returned to his country to lead another revolution as creative head of FCB Mayo. In four years he took the agency to the leading creative position in that market, putting it in the creative international map.

In april 2016, he moved to FCB Mexico to lead the creative reborn of the agency and head the Latam Creative Council. In september 2017 he joined Grey Mexico as CCO.

In 2013, Business Insider selected him as 7th in the ranking of the 25 best creatives in the world. His achievements include 17 Cannes Lions (starting at those times when campaigns used to win one single Lion), 12 Effies, 5 One Show pencils, many Grand Prix and golds in regional and national awards, and many international campaigns running in different countries. Two time a cannes juror, he is one of the very few creatives to be selected as the creative of the year in 3 different countries (Peru, Colombia, Mexico) by El Ojo de Iberoamerica.

He’s a pretty decent musician, too.