Senior Lecturer, School of Media and Communication, University of Westminster

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. 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" & soon to be published "Encoding a Personal Brand" using semiotic theory.

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. Also Jones is part of LASAW an interdisciplinary research group dedicated to investigating Latin American themes.

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 and others.

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 2016,2018, and Semiotics & Design at Cyprus University of Technology, Lemesos 2017. 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, and recently at Edgehill University UK, Royal College of Art, London.


  • –present
    Senior Lecturer, Westminster School of Media and Communication |, University of Westminster