Riccardo Fregoso
Chief Creative Officer SEMENAT, Dentsu Creative
A true European, both Italian and French, Riccardo brings together French precision and Italian spontaneity—analytical rigor and creative instinct—to drive business transformation through creativity at scale. His leadership is deeply informed by his background as an artist, shaping a distinctive approach in which strategic thinking, art direction, and craft are inseparable.
As Chief Creative Officer SEMENAT at Dentsu Creative, Riccardo contributes to the Region Board’s strategic agenda, supporting growth and transformation through the integrated application of Creativity, Media, Technology, and AI. He leads the adoption of AI-driven operating models across creative and media ecosystems, enabling new ways of working and measurable impact for global clients such as Heineken and Spotify.
Across more than 15 years in international agencies—BETC, TBWA, Ogilvy Paris, McCann Paris, and Publicis Italy / Le Pub—Riccardo has held senior creative and leadership roles spanning Fashion and Luxury, Design, Experience, Social and Influencer Marketing, Innovation, and Branded Entertainment.
Educated at the Universities of Bologna and the Sorbonne, with executive programs at Hyper Island and Bocconi, Riccardo combines strategic thinking with deep cultural and technological insight.
His work reflects a hands-on creative sensibility shaped by years behind the camera and on set. This artistic eye translates into a meticulous care for composition, storytelling, tone, and execution—an enduring focus on making each campaign not only effective, but beautiful—for global brands such as Armani, MSC Cruises, and Lamborghini.
He oversees the SEMENAT Creative Council and has served as Global Executive Creative Director for brands including Coca-Cola, Nespresso, L’Oréal Paris, Nestlé Cereals, Barilla, and American Express, while contributing to major new business wins for Netflix, Vichy, and Campari.
Riccardo regularly advises, speaks to, and evaluates industry leadership, serving as jury member at Cannes Lions (official speaker in 2024), D&AD, Eurobest, LIA, and New York Festivals. He has won over 300 awards, including 29 Cannes Lions, 11 D&AD Pencils, and Grand Prix at LIA, Eurobest, Golden Drum and TikTok Europe. Under his leadership, McCann Paris was named French Agency of the Year at Cannes Lions 2019, and Dentsu Creative ranked 2nd Best Agency at ADCI in 2024.
