Arlo Brady

Spear’s Review

Matthew Freud hired Arlo Brady in the early 2000s as a special adviser to counsel family businesses across the globe, including the Mars family. An impressed Freud promoted him to CEO of Freuds Group in 2017.

Brady tells Spear’s he loves the role’s variability – the interplay between corporate comms, individual ideas and social media. 

‘The question that people start with is, “How can we improve our reputation?”’ he says. ‘Quite often our response to that is, “Be better.”’ He often helps with creating ‘crazy, experiential content’ to make branding more engaging, as he finds that ‘a lot of corporate communications are boring’.

What makes Freuds successful as a brand? ‘We’ve got the best people,’ Brady says.

Adviser Profile

Arlo is CEO of Freud Communications, a leading independent PR agency, certified BCorp and 2021 Queen’s Award for Enterprise winner, and CEO of Freuds Group. Businesses range from Academy Award-winning film and TV production, financial communications and behaviour change, to social media, insight and private equity. These diverse businesses are united by a shared worldview and sense of impact.

Arlo is Chairman of Blue Marine Foundation, one of Europe’s leading environmental NGOs, Trustee of Sustainable Food Trust, Honorary Fellow of ZSL and Co-Chair of the S30 – a group of global leading CSOs convened by HM King Charles III.