Riccardo Fregoso
Chief Creative Officer, Executive Board Member at Dentsu Creative Italy
Milano, Italy
My Latest Work
SEE ALL WORKProud Beyond Pride 4
Proud Beyond Pride 3
Proud Beyond Pride 2
Proud Beyond Pride 1
About me
Riccardo Fregoso is passionate and hungry creative, as well as a strong multidisciplinary team leader.
His philosophical background has given him a radical, analytical way of thinking, along with a strong passion for popular culture, emerging technologies, language, and design trends.
After starting at BETC, Riccardo spent 4 years in the TBWA Group, and 2 at Ogilvy Paris, working on brands such as Absolut, BMW, Martell, Nissan Infiniti, McDonald's, Mondelez, Deezer, Tiffany, Netflix, and Coca Cola. At McCann Paris, his mission is to rebuild the global image of the agency, by restructuring the company—and its approach—to meet the technological and social challenges of the 21st century for global brands such as Nespresso, MasterCard, Subway, and L'Oréal.
Riccardo has been on juries at International and national award shows such as the New York Festival and the French Grand Prix Strategies of Advertising. He has won more than 30 international awards, including 7 Cannes Lions, two Eurobest Grand Prix, and many more from the D&AD, Epica, Clio, LIA, One Show, and Art Directors Club.
Sector Experience
- Apparel, Fashion & Footwear
- Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
- Online Leisure & Entertainment Services
- Food
- Home Appliances, Furniture & Gardening
- Rice, Pasta, Dehydrated Vegetables & Cereals
- Soups, Stuffing, Cooked Sauces
- Environmental & Ecological Issues
- Cosmetics, Beauty Products & Perfumes
- Alcoholic
- Makeup
- Pet Food, Pet Care Products & Services
- Newspapers, Magazines, Books
- Breakfast Cereals
- Sports Teams, Sports Events
- Advertising Agencies
- Restaurants & Fast Food
- Charities, Foundations, Volunteers
- Department Stores, Supermarkets
- Institutional/Public Interest/Non-Profit Org.
- Coffee, Tea, Chocolate Drinks, Breakfast Drinks
- Others
- Fresh Meat, Sausages
- Media, Publishing & Production
- Soft Drinks, Tonics
- Internet Sites (Excluding ISPs) / Apps.
Awards
- 2024 CRESTA
- 2024 The Golden Drum Awards
- 2024 Epica Awards
- 2023 ANDY Awards
- 2023 Eurobest
- 2022 CLIO Awards
- 2021 Cannes Lions International Festival of Creativity
- 2021 D&AD Awards
- 2021 The One Show
- 2021 The New York Festivals Advertising Awards
- 2021 LIA
- 2020 Prix Club des Directeurs Artistiques (Club des DA)
- 2019 EFFIE France
- 2019 French Art Directors Club
- 2019 Grand Prix Stratégies du Luxe
- 2019 CLIO Health
- 2018 Grand Prix de la Communication Extérieure (ex Grand Prix de l'Affichage)
- 2017 Cristal Media & ADvertising Summit
- 2014 Grand Prix Stratégies de la Publicité
- 2014 ADC Annual Awards
- 2013 Cíclope International Advertising Craft Festival
- 2013 Shots Awards
People I worked with
Julien Chiapolini
Executive Creative Director
McCann Paris, Clichy Cedex
Bruno Tallent
President & CEO
MCCANN ERICKSON PARIS
Sébastien Boutebel
Chief Creative Officer (CCO)
Saatchi&Saatchi
Shadi Razavi
Strategic Planner
McCann Paris
Delphine Devaux
Agency Producer
Partizan Paris
My Work
SEE ALL WORKProud Beyond Pride
- BRAND:
- Shiseido x Scalo Milano x Agedo
- AGENCY:
- Dentsu Creative
For a Greater Beauty
- BRAND:
- MSC Cruises
- AGENCY:
- Dentsu Creative
Summer Hits Symptoms
- BRAND:
- Spotify
- AGENCY:
- Dentsu Creative
Forza Canada
- BRAND:
- Fonzies
- AGENCY:
- Dentsu Creative
Open Carbonara
- BRAND:
- Barilla
- AGENCY:
- LePub (HQ)
Lady & The Tramp
- BRAND:
- Barilla Al Bronzo
- AGENCY:
- LePub (HQ)
#SecondLifePasta
- BRAND:
- Barilla
- AGENCY:
- LePub (HQ)
A Couple of Minutes Can Make The Difference
- BRAND:
- Barilla
- AGENCY:
- LePub (HQ)
Pasta is born again
- BRAND:
- Barilla Al Bronzo
- AGENCY:
- Publicis Italy
Positions
Chief Creative Officer (CCO) I Executive Member of the Board
Milano, Italy
September 2022 - Present (2 years 4 months)
Creative leadership of Dentsu Creative Italy (250 people, 95 creatives).
Member of the Executive Board, coordinating the Creative department with the Media and CXM expertises of Dentsu and Merkle.
Responsible for the launch of the agency, its vision and its structure, including Design, Social Media, Influencer Marketing, Experience and Innovation, Fashion and Luxury, Branded Entertainment.
Member of the DCC, the global creative team for creative excellence in the Dentsu Creative group.
Regional omni-channel creative lead on American Express, Spotify, Generali, Skoda, Dazn, Red Bull, Amazon Prime. Global on Campari Crodino and Braulio.
Member of the Executive Board, coordinating the Creative department with the Media and CXM expertises of Dentsu and Merkle.
Responsible for the launch of the agency, its vision and its structure, including Design, Social Media, Influencer Marketing, Experience and Innovation, Fashion and Luxury, Branded Entertainment.
Member of the DCC, the global creative team for creative excellence in the Dentsu Creative group.
Regional omni-channel creative lead on American Express, Spotify, Generali, Skoda, Dazn, Red Bull, Amazon Prime. Global on Campari Crodino and Braulio.
Proud Beyond Pride 4
- BRAND:
- Shiseido x Scalo Milano x Agedo
- AGENCY:
- Dentsu Creative
Proud Beyond Pride 3
- BRAND:
- Shiseido x Scalo Milano x Agedo
- AGENCY:
- Dentsu Creative
Proud Beyond Pride 2
- BRAND:
- Shiseido x Scalo Milano x Agedo
- AGENCY:
- Dentsu Creative
Proud Beyond Pride 1
- BRAND:
- Shiseido x Scalo Milano x Agedo
- AGENCY:
- Dentsu Creative
Proud Beyond Pride
- BRAND:
- Shiseido x Scalo Milano x Agedo
- AGENCY:
- Dentsu Creative
For a Greater Beauty
- BRAND:
- MSC Cruises
- AGENCY:
- Dentsu Creative
Summer Hits Symptoms
- BRAND:
- Spotify
- AGENCY:
- Dentsu Creative
Forza Canada
- BRAND:
- Fonzies
- AGENCY:
- Dentsu Creative
Global Executive Creative Director
Milan, Italy
June 2020 - September 2022 (2 years 3 months)
Global omni-channel creative lead on Barilla (over 40 countries), and Coca Cola (Powerade, Bonaqua). Regional creative coordination on Renault, Dacia, Lines, Tampax, Carrefour and L'Oréal.
Responsible for the launch of the new global positioning of Barilla in 2021, the redesign of the brand ecosystem and a renovated approach to technology and innovation, rewarded by the first Cannes Lions ever won for Barilla in Entertainment, Direct and Social categories.
Member of the GPC, the global creative team for creative excellence in the Publicis Group.
Coordination and creative leadership of the Barilla brand unit in Publicis Milan (35 people), and the Renault brand unit in Publicis Rome (20 people).
Pasta is born again
- BRAND:
- Barilla Al Bronzo
- AGENCY:
- Publicis Italy
Flatmates
- BRAND:
- Barilla Pesto
- AGENCY:
- Publicis Italy
A Sign of Love
- BRAND:
- Barilla
- AGENCY:
- Publicis Italy
Playlist Timer
- BRAND:
- Barilla
- AGENCY:
- Publicis Italy
Playlist Timer
- BRAND:
- Barilla
- AGENCY:
- Publicis Italy
Executive Creative Director, President Creative Council
Neuilly sur Cedex, France
November 2015 - December 2019 (4 years 1 month)
McCann FranceExecutive Creative Director, President Creative Council McCann France Jul 2018 - Dec 2019
As President of the Creative Council of McCann WorldGroup France, Riccardo coordinated the creative leaders of the different entities of the group, including McCann Paris, MRM (Digital), Weber Shandwick France (PR), FutureBrand (Design) and McCann Health, to develop the creative excellence of each agency, throughout synergies and multi-disciplinary projects.
Executive Creative Director Nov 2015 - Jun 2018 · 2 yrs 8 mos
• Global Creative Director for clients such as: Nestle Cereals, Nespresso Global, L'Oréal Paris Global, Vichy Global, Opel Europe.
• Management of 40 creatives, and 7 creative directors.
• Responsible for the creative excellence of the agency : more than 80 international awards won in 3 years, including Cannes Lions, Clio, D&AD, Eurobest, Webby, and all the major international festivals.
• Member of many French and International juries: Eurobest, London International Award, New York Festival, Grand Prix Stratégies.
As President of the Creative Council of McCann WorldGroup France, Riccardo coordinated the creative leaders of the different entities of the group, including McCann Paris, MRM (Digital), Weber Shandwick France (PR), FutureBrand (Design) and McCann Health, to develop the creative excellence of each agency, throughout synergies and multi-disciplinary projects.
Executive Creative Director Nov 2015 - Jun 2018 · 2 yrs 8 mos
• Global Creative Director for clients such as: Nestle Cereals, Nespresso Global, L'Oréal Paris Global, Vichy Global, Opel Europe.
• Management of 40 creatives, and 7 creative directors.
• Responsible for the creative excellence of the agency : more than 80 international awards won in 3 years, including Cannes Lions, Clio, D&AD, Eurobest, Webby, and all the major international festivals.
• Member of many French and International juries: Eurobest, London International Award, New York Festival, Grand Prix Stratégies.
Bordeaux 2050 (vf)
- BRAND:
- AJE
- AGENCY:
- McCann Paris
The Non-Issue
- BRAND:
- L’Oreal & British Vogue
- AGENCY:
- McCann Paris
Subway Beef Barbacoa
- BRAND:
- Subway
- AGENCY:
- McCann Paris
The heart of Rum
- BRAND:
- Diplomatico
- AGENCY:
- McCann Paris
The heart of Rum
- BRAND:
- Diplomatico
- AGENCY:
- McCann Paris
The heart of Rum
- BRAND:
- Diplomatico
- AGENCY:
- McCann Paris
The heart of Rum
- BRAND:
- Diplomatico
- AGENCY:
- McCann Paris
The heart of Rum
- BRAND:
- Diplomatico
- AGENCY:
- McCann Paris
The Non-Issue
- BRAND:
- L’Oreal & British Vogue
- AGENCY:
- McCann Paris
Street-vet
- BRAND:
- Purina
- AGENCY:
- McCann Paris
Don’t Let Your Trip Go Wrong
- BRAND:
- The Good Life
- AGENCY:
- McCann Paris
Don’t Let Your Business Go Wrong
- BRAND:
- The Good Life
- AGENCY:
- McCann Paris
Don’t Let Your Shopping Go Wrong
- BRAND:
- The Good Life
- AGENCY:
- McCann Paris
Rainbow
- BRAND:
- Chocapic
- AGENCY:
- McCann Paris
Controle de la Poitrine (en)
- BRAND:
- Olympique de Marseille (OM)
- AGENCY:
- McCann Paris
Bordeaux 2050
- BRAND:
- AJE
- AGENCY:
- McCann Paris
- 2020 Prix Club des Directeurs Artistiques (Club des DA)
- 2020 D&AD Awards
- 2020 The One Show
- 2019 Epica Awards
- 2019 LIA
- 2019 Eurobest
- 2019 CLIO Awards
- 2019 EFFIE France
- 2019 French Art Directors Club
- 2019 The New York Festivals Advertising Awards
- 2019 Cannes Lions International Festival of Creativity
- 2019 Grand Prix Stratégies du Luxe
- 2019 CLIO Health
- 2018 Grand Prix de la Communication Extérieure (ex Grand Prix de l'Affichage)
- 2017 Cristal Media & ADvertising Summit
Senior Copywriter and Associate Creative Director
Levallois-Perret, France
January 2014 - October 2015 (1 year 9 months)
Netflix Data
- BRAND:
- Netflix
- AGENCY:
- Ogilvy Paris
Netflix GIF Campaign
- BRAND:
- Netflix
- AGENCY:
- Ogilvy Paris
Coca-Cola Together Peace
- BRAND:
- Coca-Cola
- AGENCY:
- Ogilvy Paris
Coca-Cola Together Love
- BRAND:
- Coca-Cola
- AGENCY:
- Ogilvy Paris
Yippee
- BRAND:
- Netflix
- AGENCY:
- Ogilvy Paris
Skeptical
- BRAND:
- Netflix
- AGENCY:
- Ogilvy Paris
Rain
- BRAND:
- Netflix
- AGENCY:
- Ogilvy Paris
GIF Campaign
- BRAND:
- Netflix
- AGENCY:
- Ogilvy Paris
- 2014 Grand Prix Stratégies de la Publicité
- 2014 ADC Annual Awards
- 2013 Eurobest
- 2013 Prix Club des Directeurs Artistiques (Club des DA)
- 2013 LIA
- 2013 Cíclope International Advertising Craft Festival
- 2013 Shots Awards
- 2013 Cristal Media & ADvertising Summit
- 2013 Cannes Lions International Festival of Creativity
Education
Creativity Leadership Personal Training in Marketing/Marketing Management
2017 - 2018 (1 year)
Activities and Societies: Leadership in the creative industry. Creative performance enhancement. New business techniques.
Postgraduate Degree Italian Studies
2006 - 2007 (1 year)
Activities and Societies: Italian Medieval Philosophy, Semiotics, Neoplatonism, Renaissance Political Theories
Postgraduate Degree in Philosophy
2005 - 2006 (1 year)
Activities and Societies: Biopolitics, Virtual Reality, Aesthetics, Guerrilla Communication, Social Media
Master's Degree in StudyPhilosophy
2001 - 2005 (4 years)
Activities and Societies: Enlightenment Studies, Aesthetics, Oriental Arts, Structuralism, Philosophy of Language
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