Executive leader with 20+ years of international experience across Europe, the Americas, and Asia in the communication and media industry, driving transformation, building high-performing teams, and delivering growth in global markets. Recognized for blending creativity, technology, strategic thinking, and business insight, Saulo has built a career at the intersection of communication, media, and business innovation. His expertise spans strategic communication, brand positioning, storytelling, and design — consistently applied to help organizations grow, adapt, and lead.
Currently, Saulo serves as Chief Creative Officer at Axel Springer SE, where he is a member of the BILD Chief Editors Board. He oversees a team of more than 200 professionals across product innovation, video, design, and storytelling. Over the years, his work at Axel Springer has extended beyond BILD, contributing to strategic projects across the group’s international portfolio, including Politico, Business Insider, and Axel Springer Ringier, supporting growth and brand development in multiple markets.
Saulo also served as Global Senior Advisor and member of the Global Management Group at Kekst CNC (Publicis Groupe), where he founded and scaled the Kekst CNC Creative Studio, establishing the firm’s global creative offering across 12 countries on three continents. In this role, he positioned creativity as a driver of business impact, supporting the agency’s growth by integrating communication, positioning, and creative operations at scale.
Earlier in his career, Saulo founded Formatum, a creative consultancy that expanded internationally across Europe, Asia, and the USA. As board member, he directed global branding initiatives, creative campaigns, and strategic communication projects for leading clients worldwide, while shaping the agency’s international growth strategy and operations.
His career spans industries and brands such as Volkswagen, BMW, Bayer, Deutsche Bahn, Coca-Cola, and many others, alongside leadership roles at Unidad Editorial (Marca) in Spain, Correio Braziliense in Brazil, and Gulf News in the UAE. Over more than 15 years, he has collaborated with more than 30 media companies worldwide, supporting them in digital transformation, newsroom integration, and innovation strategy.
Saulo’s work has been ranked four times among the world’s top 10 by the SND Annual Creative Competition (USA) and recognized with more than 80 awards from organizations including The Society for News Design (USA), Art Directors Club (Germany), European Newspaper Award, Lead Awards (Germany), SIP (Spain), and Esso (South America).
Beyond his executive roles, Saulo has contributed to the industry as a jury member for the SND Worldwide Annual Creative Competition in New York, and as a frequent lecturer on innovation, strategic communication, and visual storytelling, advising media companies and institutions across the globe.
Resumé
Chief Creative Officer (CCO)
Axel Springer
01/2012 - Present
Germany
+ Member of BILD’s Chief Editors Board, shaping strategy for Europe’s largest news brand.
+ Lead 200+ professionals across product innovation, video, design and storytelling, driving transformation and growth.
+ Spearheaded digital innovation and product launches (print, digital, broadcast), boosting reach, efficiency, and engagement.
+ Through the years, contributed to projects across multiple countries and brands within Axel Springer Group — including Bild, Politico, Business Insider, and Axel Springer Ringier.
+ Previously to the current position, held other leading roles within the organization.
Global Senior Advisor
Kekst CNC (Publicis Groupe)
2022 - Present
USA, UK, France, Germany, Belgium, Sweden, UAE, Saudi Arabia and Japan
+ Member of the firm‘s Global Management Group.
+ Founded the Kekst CNC Creative Studio, expanding the company’s global creative offering across 12 countries on three continents, strengthening the firm’s positioning and global competitiveness.
Member Board of Directors
Formatum
06/2014 -06/2019
Europe, Asia, USA
+ Founded and scaled a global creative communications consultancy.
+ Directed branding and campaigns for multinational clients, shaping strategy and international growth.
Various Roles
+ Media and Creative Industries
2005 -2016
Europe, South America, Asia
+ Creative Advisor, Ringier Axel Springer Serbia (2016):Advised on design, newsroom integration, and product strategy for the group’s portfolio in Serbia.
+ Consultant, JP/Politikens Hus (Denmark, 2013):Provided consulting on communication strategy and design for media products.
+ Guest Lecturer, Danish School of Media & Journalism (2013):Delivered lectures on innovation, creative processes, and visual storytelling.
+ Creative Director/Journalist, Correio Braziliense (Brazil, 2012):Directed creative strategy for print and digital publications.
+ Creative Director, Marca (Spain & Brazil, 2010–2012):Led visual strategy and creative projects across two markets, supporting brand growth.
+ Senior Advisor, Diário Económico (Brazil & Portugal, 2011):Implemented creative and digital strategies for the group’s media outlets.
+ Senior Designer, Gulf News (UAE, 2010):Designed innovative storytelling formats for one of the Middle East’s leading newspapers.
+ Journalist / Art Director, Jornal O Dia (Brazil, 2005–2010):Managed visual storytelling and brand identity across print, digital, and broadcast platforms (O DIA Online and TV O DIA).
+ Designer, Centro Internacional de Formación Cultural de O’Higgins (Argentina, 2004–2005, Volunteering): Developed
Engagements
| Danish School of Media and Journalism (Denmark)
Guest Lecturer
| UNESA, University Estacio Rio de Janeiro (Brazil)
Guest Lecturer
| UBA, University of Buenos Aires (Argentina)
Speaker
| SND Conference (USA)
Speaker
| Best of News Design Competition (USA)
Jury
| ÑH 2019 (Argentina)
Jury
| ÑH 2018 (Argentina)
Jury
| Golden Steering Wheel 2019 (Germany)
Design Jury
| Golden Steering Wheel 2018 (Italy / Germany)
Design Jury
| Golden Steering Wheel 2017 (Italy / Germany)
Design Jury
On the web
Saulo Santana ist CCO von "Bild" und Mitglied der Chefredaktion” Published by meedia.de /
Bild führt Visual-Ressort ein und macht Saulo Santana zum Chef und CCO” Published by MEdienInsider /
Saulo Santana is BILD's Chief Creative Officer (CCO) and a member of the editorial board” Published by Axel Springer /
Interview - “Me gustan los diarios que se alejan de los kits de tendencias” Published by SNDE /
Interview - “Tabloid press has the unique ability to surprise” Published by Inside.app Magazine /
Interview - "Get your hands dirty" Published by SNDs Magazine, pages 22-27 /
I’ve never seen such a copy Published by Meedia.de /
Plagiarism Published by Prasa.info /
Bild am Sonntag copied Published by Gazeta.pl /
Think Visually Published by SNDs Magazine, pages 20/21 /
Sport-Bild-Relaunch: alte Taktik, neuer Look Published by Meedia.de /
Think Visually Published by SNDs Magazine, pages 20/21 /
"Best of Sports Design": "Bild am Sonntag" in New York ausgezeichnet Published by kress.de /
BILD am SONNTAG für Sportdesign prämiert Published in DNV /
BamS künftig mit herausnehmbarem Sportteil Published in http://meedia.de /
3 Questions: Saulo Santana – The Society for News Design – SND Published in snd.org /
Correio Braziliense vence o Prêmio Esso Especial de Primeira Página Published by correiobraziliense.com.br /
"…Correio Braziliense es un clásico de la cosa…" Published in paperpapers.net /
Oscar do design: O DIA ganha seis Published in http://odia.ig.com.br/
Awards
| 2019 > SND, USA 1 Silver Medal, BamS / 1 Award of Excellence, Portfolio Individual, BamS / 4 Awards of Excellence, BamS | 2018 > SND, USA 10 Awards of Excellence, BamS | 2017 > SND, USA 7 Awards of Excellence, BamS > European Newspaper Award 4 Awards, BamS | 2016 > SND, USA 2 Awards of Excellence, BamS > European Newspaper Award 10 Awards, BamS > Lead Awards 2 Awards, BamS | 2015 > SND, USA 4 Awards of Excellence, BamS > European Newspaper Award 9 Awards, BamS > Lead Awards 3 Awards, BamS | 2014 > SND, USA 1 Silver Medal, BamS / 2 Awards of Excellence, BamS > European Newspaper Award 3 Awards, BamS > Lead Awards, Germany 1 bronze, BamS > ADC, Germany 1 Award, BamS | 2013 > SND, USA 4 Awards of Excellence, BamS / 1 Award of Excellence, Portfolio Individual, BamS 1 Award of Excellence, Correio Braziliense > SND, Best of Sport Design, USA 2 Awards, BamS | 2012 > Prêmio Esso / Brasil 1 Award, Correio Braziliense > European Newspaper Award 3 Awards, BamS | 2011 > SND, USA 1 Award of Excellence, O DIA / 1 Award of Excellence, MARCA | 2010 > SND, USA 4 Awards of Excellence, O DIA / 1 Award of Excellence, Portfolio Individual, O DIA | 2009 > SND, USA 1 Award of Excellence, Portfolio Individual, O DIA / 1 Award of Excellence, O DIA