C2 Comms, one of Dubai’s leading independent agencies, has named Pablo Maldonado as its new Executive Creative Director, strengthening its creative leadership as it accelerates growth across the Middle East.
With over 20 years of global experience and a portfolio of award-winning work across Argentina, Mexico, the US, and the UAE, Maldonado brings a combination of creative excellence and strategic insight to the role. His appointment is effective immediately.
In his new capacity, Maldonado will oversee creative direction across the agency’s regional offices, guiding culturally relevant ideas, elevating brand storytelling, and helping teams embrace emerging technologies, including AI. He will also play a key role in shaping the agency’s long-term creative and business strategy.
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. His client roster spans iconic global and regional brands such as Coca-Cola, Unilever, IKEA, Volkswagen, Nestlé, LEGO, Dubai Tourism, STC, Lenovo, Bose, and AB InBev.
His work has earned more than 500 international awards, including 16 Grand Prix, 80 Golds, two consecutive year Grand Prix at Cannes Lions, D&AD pencils, One Show accolades, Clio Awards, and multiple Effies and Dubai Lynx wins.
He has also judged major global award shows, including Cannes Lions 2022, Clio Health, The One Show, and served as Jury President at White Square.
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.”
Maldonado’s appointment marks a major step forward for C2 Comms as it continues to build a future-focused creative practice rooted in impact, innovation, and cultural relevance.
