Arnold Names Max Geraldo ECD

In April 2018, Max Geraldo joined Arnold as an Executive Creative Director. Geraldo’s hire comes on the heels of Arnold announcing Fred Saldanha as Executive Creative Director earlier this year, further bolstering the agency’s creative leadership team.

“Max has a unique ability to think unconventionally and meet challenges with a fresh perspective, which is exactly how we approach creative opportunities at Arnold,” said Icaro Doria, Chief Creative Officer at Arnold. “He brings impressive international and brand experience to the agency and will play a critical role in shaping culturally resonant ideas for our clients and helping to evolve our creative product.”

“I’ve always admired Icaro’s ability to accomplish relevant, smart, cool work everywhere he’s been and build strong creative teams that exhibit a wide range of diverse talent. I’m really looking forward to joining an agency that brings with it both a legacy as well as many possibilities,” said Geraldo.

In his most recent role, Geraldo served as an Executive Creative Director at We Are Unlimited, where he led a team dedicated to Omnicom’s McDonald’s U.S. creative business. He worked on campaigns including the launch of the $1 $2 $3 Dollar Menu and the Fresh Beef platform.

Born in Argentina and raised in Brazil, Max started working at TBWA in São Paulo in 2001 where he won his first Cannes Lion. Later, he held positions at top-tier creative agencies in Brazil, including JWT, DM9DDB and Almap. Prior to joining We Are Unlimited, Geraldo held positions at FCB Brazil and FCB Chicago as Executive Creative Director and served as a member of the Global Creative Council.

Geraldo has won 59 Cannes Lions, including the 2014 Mobile Grand Prix, in addition to 33 One Show Pencils, 32 Clio Awards and 21 D&AD Pencils, including two Yellow Pencils, for global brands like Nivea, Volkswagen, FedEx, HP, Nissan and Pepsi, among others. In 2014 he was named the 5th Most Awarded Creative Director by The Big Won Report, an annual ranking of the top 10 most award-winning creative directors in the world.

Geraldo is the second key executive creative hire by Chief Creative Officer Icaro Doria and will be based in the agency’s Boston headquarters.