Today we’d like to introduce you to Bre Fern.
Bre, we appreciate you taking the time to share your story with us today. Where does your story begin?
I am a political Cuban refugee. Advertising was never even an option. Where I’m from, becoming a doctor, lawyer, or engineer is the career path you follow. Anything else is considered a surefire failure.
But immigrant guilt bears a huge toll on your decision-making, and I’d do anything to make my parents proud. Hence, why I worked tirelessly to graduate Summa Cum Laude during undergrad, ace my LSATs, and enroll at a top 20 law school. It all worked out…until it didn’t. Hindsight truly is 2020, and the law was not my calling. I dropped out.
Thankfully, I saw the MadMen series and realized this profession was tailor-made for me—conception, writing, storytelling, and being on set. Sign me up! Yes, I have no shame in saying that Peggy Olsen, a fictional character, inspired me to do what I do now. Fast forward to a Miami Ad School and an FIU Communication Master’s degree later, I have been a creative copywriter at some of the most renowned, award-winning agencies in the world, BBDO NY, FCB, Saatchi & Saatchi, amongst a slew of others.
I have had the privilege to create multi-integrated campaigns for various brands, from AT&T to Pedigree and even the Biden 2020 presidential run, that has cut through the clutter of sameness, resulting in increased brand awareness and a cult following. Part of that success is having lived overseas, moving from coast-to-coast, and having a diverse take on how to impart my multicultural approach to general market advertising. Now, after having worked several years at top shops, I’ve decided to take a stab at solopreneurship, offering my services as a creative consultant and copywriter for ad agencies, brands, and start-ups.
But the grind does not end there. I am also an instructor at several ad schools in the US and am ramping up to start as an adjunct professor at the University of Miami’s School of Communication. Gatekeeping knowledge, opportunities, and industry learning is not my strong suit, especially if they can shape the future generation of creatives of color. This is why I helped co-found a creative resource, BreakingAD in 2020, and provide educational first-hand accounts of my experience (and others) in the ad industry, under my #Breism Linkedin content.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
Breaking into the ad industry was a real struggle, especially as a female Hispanic copywriter in a male-dominated arena. When I started, my portfolio was far from impressive, and I had to rely solely on networking to score my first job. After countless “no’s,” I finally got a “yes” from a big agency in NYC. Little did I know, rejection would become a recurring theme in this line of work. Since creativity is subjective, bosses, account executives, or clients can scrap year-long projects in an instant, right before they go live.
Just picture months of sleepless nights, crazy deadlines, and pouring all your energy into a creative project, only to see it blow up in your face. After going through this rodeo a few times, the bounce back gets slightly easier. Notice I said “slightly.” You need thick skin and a strong mindset, but let me tell you, it’s easier said than done. And let’s not forget that ad agencies lose major brand accounts left and right, so job security is never guaranteed. I’ll never forget when I moved halfway across the country for a great opportunity, only to have the agency lose the account I was working on, leading to the termination of my position. Needless to say, my mental health took a serious hit at various points throughout my journey.
That’s why I’m a big believer in therapy, meditation, yoga—anything that helps bring back a sense of balance and peace amidst all the chaos. Now, as a creative consultant and copywriter, I face new battles every day: pitching my work to potential clients, securing agency contracts, and building my brand presence. These are all new and equally nerve-wracking and exhilarating experiences. But you know what? All those failures have served a purpose. I’ve used what I’ve learned to guide my students and mentees when they find themselves in similar situations. Because if there’s one thing I can attest to, having a strong support system will keep you buoyant in the most trying of times.
Alright, so let’s switch gears a bit and talk business. What should we know?
After having worked with Fortune 500 companies at some of the most lucrative agencies in the US, I can confidently say I can strategically position brands, no matter their size, with a distinct, memorable presence amid a sea of oversaturated sameness. As a creative consultant and copywriter, no matter what the brand’s needs are, from creating a platform campaign to launching an activation or social content series, I dig deep into the pulse of culture to carve out human insights and ideas that are not only ownable but generate viral and buzzworthy engagement.
Gone are the days when the broadcast is king. For me, having a social-first approach is essential. Seeing how we can leverage content creators that fit the brand ethos to grow awareness. Leveraging social features that boost engagement. And establishing a brand identity that consumers can get behind, which doesn’t feel disingenuous or tries too hard. Let’s be real. Today’s bullshit meter is high, and brands run the risk of being canceled if they pay lip service. Jumping on a trend because it’s trending comes off cringe at best, and performative at worst.
Being a Linkedin content creator and social media specialist, my proven track record has made me a valuable player when consulting with brands and agencies on creative that leaves a lasting impression. Not to mention, now that Hispanic culture is the new mainstream, being a bilingual writer with a deep understanding of the multicultural market has also allowed me to implement creative that resonates with the US Hispanic experience.
What do you think about luck?
Sometimes, bad luck turns out to be a blessing in disguise. I’ve had my fair share of rough patches where everything seemed to go wrong. Job rejections, losing clients, health scares—you name it. But looking back, I realize those moments shaped who I am today, making me more resilient and compassionate. Growing up in a third-world country, you learn to appreciate setbacks too. If I had stayed in Cuba, I wouldn’t have the opportunities I have now.
Creative consulting and writing aren’t even a thing back home. So when my negative inner critic pops up, I work hard to shift my mindset and perspective. I like to take a step back, preferably in nature, and see the wealth of opportunities I’ve been afforded. Mentors who have guided me, connections that opened doors, and companies that allowed me to live and work in different states. It’s all part of the package—the good and the bad. On the surface, people see all my achievements and think I’m lucky.
They see the highlights. But behind the scenes, I’ve dealt with panic attacks, mental breakdowns, and bouts of depression. And I know I’m not alone. Even the most successful people I know, whether they’re in the C-Suite or founders of startups, have faced similar struggles. That’s why it’s crucial to get a real, transparent look at what’s happening, not just the glow-ups.
Pricing:
- Creative Consulting Day Rate: $1,250
- Creative Hourly Rate: $150
- Creative coaching for aspiring creative professionals: $50
- Creative advertising courses: $3,500
Contact Info:
- Website: www.bre-fern.work
- Linkedin: https://www.linkedin.com/in/brefern/
Image Credits
Lizzie Ben Shmuel
