Entrepreneurial and strategic creative leader with 20 years of international experience across Europe, the Americas, and Asia. Recognized for an innovative approach that blends creativity, technology, strategic thinking, and business insight. Proven expertise in building and leading high-performing teams, driving digital transformation, and delivering award-winning creative work across broadcast, digital, and print media. Extensive background in strategic communication, storytelling, branding, and design within the media, news, and creative industries.
Currently serving as the Chief Creative Officer (CCO) at Axel Springer SE in Germany, Saulo is also a member of the Bild Chief Editors board. In his role, he oversees a team of 200 professionals specializing in video, broadcast, photography, design, infographics, and product development. Over the years, he has successfully led various projects for different products within the Axel Springer group.
Previously, as the founder and a board member of Formatum agency, Saulo scaled the agency into a global creative powerhouse, providing strategic guidance on global growth, pitches, accounts, staff management, and operations. He led branding, creative campaigns, and design projects for high-profile clients, including Coca-Cola, the New York Marathon, EuroBasket, and the Qatar World Swimming Championships, supporting the agency’s international expansion.
With over 15 years of experience, Saulo has made significant contributions as a journalist, creative director, and media consultant, collaborating with more than 30 media companies across Europe, America, and Asia.
Saulo’s personal portfolio has been ranked among the top 10 globally four times by the SND Annual Creative Competition (USA).
His work has received numerous awards and recognition from esteemed organizations such as The Society for News Design (USA), Art Directors Club (Germany), European Newspapers Award, Lead Awards (Germany), Esso (South America), and SIP (Spain), among others.
Additionally, Saulo has served as a judge for SND Worldwide Annual Creative Competition in New York and frequently delivers lectures on innovation, journalism, visual journalism, creative processes, and provides consulting services to media companies worldwide.
Resumé
Chief Creative Officer (CCO)
Axel Springer
01/2012 - Present
Germany
+ Member of the Bild Chief Editors board
+ Manages a team of 200 professionals across video production, storytelling, broadcasting, photography, design, infographics, and product development, ensuring alignment of creative initiatives with strategic objectives.
+ Worked on the launch and relaunch of products for the group (Print, Digital, Broadcast), expanding multimedia presence and driving branding initiatives throughout Germany.
+ Led digital transformation during a disruptive period by integrating new technologies and restructuring visual areas optimizing workflows to enhance audience engagement, solidify digital leadership, reduce costs, and boost efficiency.
+ Reorganized teams and processes to optimize efficiency and align with strategic goals.
Member Board of Directors
Formatum
07/2016 -06/2019
Europe, Asia, USA
+ Founded Formatum, scaling it into a global creative agency before transitioning ownership and joining its Board of Directors to guide global growth and strategic development.
+ Led branding, creative campaigns, and design projects for high-profile clients, including Coca-Cola, the New York Marathon, EuroBasket, and the Qatar World Swimming Championships.
+ Provided strategic guidance on global strategy, accounts, risk management, and overall operations, supporting the agency’s expansion into international markets.
Various Roles
+Media and Creative Industries2005 -2016
Europe, South America, Asia
+Creative Advisor, Ringier Axel Springer Serbia (01/2016):Provided design and strategy consulting for the group’s product portfolio in Serbia.
+Consultant, Creative Advisor, JP/Politikens Hus A/S, Denmark (01/2013):Advised on communication strategy and design for media products.
+Guest Lecturer, Danmarks Medie- og Journalisthøjskole, Denmark (01/2013):Conducted lectures on creative processes and visual storytelling.
+Art Director, Correio Braziliense, Brazil (01/2012):Directed creative efforts for print and digital publications.
+Creative Director, Marca, Brazil & Spain (01/2010 –01/2012):Led creative projects and visual strategy across both countries.
+Senior Advisor, Diário Económico, Brazil & Portugal (02/2011 –04/2011):Developed and implemented creative strategies for print and digital outlets.
+Senior Designer, Gulf News, UAE (01/2010):Focused on innovative design solutions for Gulf News' publications.
+Journalist / Art Director, Jornal O Dia, Brazil (01/2005 –01/2010):Managed visual storytelling and design for news content. Oversaw the development of branding, on-air design, and visual identity for both O DIA Online and TV O DIA.
+Designer, Centro Int. de Formación Cultural de O' Higgins, Argentina (02/2004 –01/2005):Volunteering
Universities / 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