Denstu-Aegis owned Isobar has promoted Fred Saldanha to the newly created role of chief creative officer (CCO) for the Americas.
In his new role Saldaha, who was previously CCO for Isobar Brazil for the last three years, will head up all Brazil and North American agencies
His remit will include setting overall agency creative direction and working with key clients.
Isobar Global chief executive Jean Lin said the creation of the role is indicative of the agency’s belief that in today’s digital-driven landscape traditional borders are “a thing of the past”.
“In fact, cross-cultural insight and global thinking is at the core of success in the brand commerce era, where technology recognizes no barriers. Our daily mission at Isobar is to create Ideas Without Limits and Fred is the embodiment of that mission. We are excited to see his limitless vision brought to life across the Americas.”
Saldanha added: “This is both the biggest opportunity of my career so far and the biggest challenge. Overseeing two of the largest and most diverse markets in the world is an exciting next chapter in my life,” said Fred Saldanha. “In the digital ecosystem there are no borders and I relish the chance to help build and propel the Isobar brand to the next level globally.”
Saldanha has picked up numerous awards at London International Awards, D&AD, The Webby Awards and more than 35 Cannes Lions for clients including Fiat, Coca-Cola, Forbes and Unilever.
He will remain based in Sao Paulo, Brazil, and will travel between the offices he oversees on a regular basis.