Transformation of the advertising art director in the local context

This study is intended to make an approach to the background of the director of advertising art in the city of Medellín between 2000 and 2019. This will define the skills of this profile used in the local advertising industry where definitions related to the history of trade and the industry in Medellín are found. In addition, establish advertising behaviour in the city from the mid-twentieth century to the present. The transformation of this professional´s practices into multinational, small and medium-sized enterprises (SMEs) and micro agencies, including design studies, will be briefly analyzed.