C2 Comms picks Pablo Maldonado as Executive Creative Director

Independent agency C2 Comms has appointed Pablo Maldonado as its new Executive Creative Director to spearhead the agency’s creative output and drive its ambitious growth plans across the Middle East.

With more than two decades of experience shaping well-known, award-winning campaigns across Argentina, Mexico, the US, and, since 2019, the UAE, Maldonado brings a blend of creative firepower and business maturity to this new role.

Maldonado’s appointment is effective immediately. He will oversee the agency’s diverse brand portfolio across the different offices as C2 Comms continues to strengthen its position as one of Dubai’s largest independent agency.

In his new role, Maldonado will craft bold, culturally driven ideas that place brands at the heart of people’s lives, while growing the business and inspiring teams to embrace the new horizons of AI.

Roy Aftimos, CEO of C2 Comms, said, “Pablo’s appointment represents a pivotal moment for our agency. His proven track record of creating culturally resonant work that drives business results, combined with his deep understanding of both global and regional markets, makes him the perfect leader to guide our creative vision. His obsession with turning insights into standout ideas aligns perfectly with our mission to deliver campaigns that cannot be overlooked by audiences or our industry.”

Maldonado’s career includes leadership roles at Grey and Wunderman Thompson in Dubai, VML and Publicis in Argentina, and DDB and MullenLowe in Mexico. He has collaborated with iconic brands such as Coca-Cola, Unilever, Burger King, IKEA, Volkswagen, Bose, GSK, Nestlé, LEGO, Dubai Tourism, Saudi Telecom, Lenovo, and AB InBev, among many others.

His work has earned more than 500 awards, including 16 Grand Prix and 80 Golds across all major international shows. These include a combined two-year Grand Prix at Cannes Lions, pencils at D&AD and One Show, Clio Awards statues, and multiple Effies and Dubai Lynx.

Maldonado has also served on global jury panels, including Cannes Lions 2022, Clio Health, and The One Show, and as Jury President at White Square this year, cementing his reputation as a respected voice in the industry.

Pablo Maldonado, Executive Creative Director of C2 Comms, said, “Beyond sharing Roy’s vision about Agentic AI and the questions our industry needs to start asking, I believe there’s no better time to be independent, authentic, and unapologetic. I’ve joined a team eager to explore what’s next, fully immersed in a collaborative culture and 100% ready to deliver fearless ideas.”