The fundamentals of Ferrer stem from the genius and passion of a man whose ideas and dreams became the pillars of advertising and communications in Mexico: Mr. Eulalio Ferrer Rodríguez, a visionary of Spanish origin, lover of letters and books.

Born on February 26, 1920, in Santander, Mr. Eulalio demonstrated an interest in research at an early age and began working in a newspaper when he was 14 years old due to the Spanish Civil War joined the republican army, and achieved the rank of Captain.

Later, while prisoner in a French concentration camp, his passion for letters led him to exchange a pack of cigarettes for a copy of ‘Don Quixote’, a simple act which marked his path. Years after this unfortunate experience, he and a group of Spanish families found asylum in Mexico.

Once established, he became an editor of Mercurio magazine in 1946, he began his advertising career when he became manager of Casa Madero; he continued materializing grand ideas to enhance Mexican culture and created a radio program, ‘Así es mi tierra’ (This is my land), from which emerged important icons such as Lola Beltrán and José Alfredo Jiménez, among others.

Added to his successes were the foundation of the agency ‘Anuncios Modernos’ (Modern Advertising) in 1947 and, after becoming a Mexican citizen, the creation of the ‘Association of Mexican Writers’ in 1954, the establishment of the ‘Communications Council’ in 1959, and lastly, instituting Publicidad Ferrer (Ferrer Advertising) in 1960, which would very soon become one of the best (advertising) agencies in the country.

Mr. Eulalio was the paradigm of continuous innovation, his innate gift of communications propelled him to deep and detailed research and inner-search from which emerged concepts such as, “comunicologia” (communicology) and “mercadotecnia” (market-technique), which earned him international recognition and led him to be named as a Hispanic member of the Royal Academy of the Spanish Language in 1981.

At Ferrer Communications we are inspired and motivated to be a part of the history of a man who wrote 42 books, conducted over 100 research studies, and who always demonstrated his love for Mexico, to which he has left an invaluable physical and intellectual legacy.

“I live intensely, whether I am in the middle of adversity, or when I have overcome it”.