Riccardo FREGOSO

ECD, Pdt Creative Council | McCANN

Riccardo Fregoso is the award-winning Executive Creative Director of McCann WorldGroup Paris. He’s a 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, Olympique Marseille, Innocence in Danger, Beko, Nestle Cereals, Subway, and L'Oréal.

Riccardo has been on juries at International and national award shows such as the Eurobest, New York Festival, LIA and the French Grand Prix Strategies of Advertising. He has won more than 50 international awards, including 8 Cannes Lions, two Eurobest Grand Prix, a Eurobest Glass award, and many more from the D&AD, Webby, Clio, LIA, One Show, Epica and Art Directors Club. With Riccardo’s guidance, McCann Paris has climbed to 4th place in the Gunn Report’s 2016 rankings of all agencies in France. And in 2017, McCann Paris has become 2nd best agency at Effie Awards in France.

questionnaire

1.) What was your very first job?

Professor. I studied Philosophy, and while I was preparing my PhD, I taught. Then I wanted to try advertising, and I did an internship at BETC. I started late, but I was soon conquered and I quickly progressed.

2.) Please describe, in your own words, what your job is and what work it entails.

I am Executive Creative Director at McCann Paris. Very simply, I manage the entire creative department of my agency (around 80 people, including creative directors of Creative). I must convey my vision, and hype the creative excellence of the agency in all areas. I must inspire and motivate the creatives. And quickly find solutions at all levels.

3.) In your growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? Which social media do you use the most frequently? Is this an episode of your life in particular to which you relate this discovery?

One day maybe the AI will succeed to replace the humans, maybe also in the the world of the creativity, but for the moment we are not there. To create is something unique, and human in essence. It is this absolutely irreplaceable character of creation and creators that has won me over. Nothing can replace an inspired creator. It is the most precious and rare thing in many human enterprises, since always.

4.) In your growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Everything is inspiration. Of course you must read, document, learn, look, but the key is to stay awake, able to draw inspiration from every moment of our daily lives.

5.) If you had to pick a piece of work or a project that you are more proud of, than it is more or less "success," what would it be?

There is a project by McCann Paris that I find particularly avant-garde: @GuiltyTags, for Innocence in Danger, on Instagram. This is the first documentary entirely made on Instagram. We can navigate for hours through all the profiles we have created. Dozens and dozens of stories, all interconnected, to invite people to be more alert to the signs of violence against children. Here is the box:https://youtu.be/lNzULSupZmM.

jury

Co-Founder | ALTMANN + PACREAU
Groupe Creative Director | GOOGLE
Global Brand Image | LACOSTE
Head of Design | MARCEL
Corporate Communications | IBERCHEM
Global Marketing & Comm. Dir. | ROGER VIVIER
Creative Director | CERRUTI
Production Manager | MANGO
CD | BETC
Image Director | GQ, CONDE NAST
Creative Director | AGENCE BABEL
Marketing Director | DANONE
Art Director | BOTTARO Flore
Creative Director | LES GENS PARIS
Founder | ALL CONTENTS
Designer
Brand Director | L'ORÉAL LUXE
Digital Comm. Dir. | FONDATION LOUIS VUITTON
CD | JESUS ET GABRIEL
Head of Design & Creative Director | BERSHKA
Creative Director | FAUCHON
Photo Director | M6
Communication Director | ERIC BOMPARD
VP Glbl LANCASTER Brand & ESCADA F&F | COTY
E-commerce/Art/Comm. Mngr | STRADIVARIUS
Brand Director | L'ORÉAL LUXE
Marketing Director | LANCASTER
Creative Director | CHANGE
Creative Director
SVP Marketing | BECAUSE
Art Direction Brand Specialist | BULGARI
Head of Com & Mktg | SWAROVSKI ATELIER
EVP Creative Dir. - CGB | SWAROVSKI
Executive Creative Director | ZAKKA
Creative Director | UNIVERSAL MUSIC
Innovation Excellence Mktg Dir. | COTY
Creative Director | BUZZMAN
Art Director | RENAULT
Digital Creative Head F&B | CHANEL
Image Coordinator | WOMEN SECRET
Communication Director | L'ORÉAL LUXE
Global Digital Director | BOURJOIS
Image Manager | PERNOD RICARD
Communication Dir.| TARA JARMON
Global Head of Communications | ROCHER GROUP
Communication Director | DAMIANI GROUP
Global Digital Transformation | PERNOD RICARD
Digital Marketing and Media Dir. | ESTEE LAUDER
Global Image Director | HENNESSY
Creative Dir. | ADOLFO DOMINGUEZ
SVP Global Mktg Strategy | ACCORHOTELS
Chief Marketing Officer | L'OREAL
Global Creative Dir. | COTY
Head of Visual Merchandising | BA&SH
Marketing & Communications Director | TOUS
Marketing Director | L'ORÉAL
Senior Marketing & Comm. Mngr | TINDER
Assoc. Comm. Dir. | TF1
Chief Creative Officer | AIR PARIS
Glbl Hd of Comm & Image | MAKE UP FOR EVER
Advertising Mgr | BULGARI
ECD, Pdt Creative Council | McCANN
Image & creation Gp Mgr | GUERLAIN
Art Director | CONDÉ NAST ITALY
VP Marketing & Comm. | LECAB
Executive Creative Dir. | BSUR
Global Comms. & PR Manager | UTERQÜE
Digital Transformation Mktg Dir. | BNP PARIBAS
Head of Prod & Art Buying | PUBLICIS ET NOUS
Creative Director | BENJAMIN GRILLON STUDIO
General Dir. & Production Dir. | HAVAS
Executive Creative Dir. | MAZARINE
Partner & Chief Creative Officer | SERVICEPLAN
Executive Creative Dir. | WE ARE SOCIAL
Creative Communications Director | CARTIER
Creative Director | DAILYMOTION
Glbl CD Luxury | INSTAGRAM & FACEBOOK
Partner | YOU & MR JONES
CD | PUIG PRESTIGE BEAUTE FRANCE
Art Buyer | LOUIS VUITTON
Creative Director | AIR PARIS
Marketing Director | WARNER MUSIC
Creative Director | DOVE
Creative Director Beauty | OGILVY & MATHER
Communication Dir. | VALUE RETAIL FRANCE
President | FF GROUP
SVP Global Marketing Make-Up | GUERLAIN
Art Director | MANGO
Creative Dir. Digital & Integrated | W & CIE
CMO & General Mgmt | LE PRINTEMPS
Creative Director | LA CHOSE
Head of Art Buying |
Comm, Marketing & Digital Dir. | AGATHA
Head of Art | OGILVY
VP Marketing & Comm. | GAMELOFT
Executive Creative Dir. | ARMANDO TESTA
General Dir. of Strategy | PUBLICIS LUXE
Executive Creative Director | LEO BURNETT
Chief Marketing Officer | SHOWROOMPRIVÉ.COM
WW Head of Global Comm. | FREDERIC MALLE
Founder | ROSBEEF!
T.V. Producer | MEGROUS Sophie
Head of Advertorial | GALERIES LAFAYETTE
Communication Dir. | RELAIS & CHATEAUX
Creative Dir. & CEO | AL DENTE
Head of Art Buying | BETC
Advertising Creative Dir. | M6
Digital Director | EVIAN
Creative Arts Consultant | HEIMAT
General Director | JONAK
Creative Director | ESTÉE LAUDER
Creative Studio Director | SHISEIDO
Exec. Creative Director | BABEL
Executive Creative Dir. | CHEIL
Partner - Creative Director | SOON IN TOKYO
Image and Comm. Director | STRADIVARIUS
Head of Global Brand Comm. | CLUB MED
Global Brand Director | BOUCHERON
Deputy Director of Communication | PETIT BATEAU
Executive Creative Dir. | TBWA
Global Head of Print | BETC
Global Creative Director | PUBLICIS CONSEIL
CD | CHRISTIAN DIOR PARFUMS
Executive Digital Creative Dir. | OGILVY & MATHER
Creative Director | COTY LUXURY DIVISION
Creative Dir. | PATRICK REMY STUDIO
Managing Director of Communications | PSG
Marketing Director | COTY
Creative Dir. & Founder | RICCARDO RUINI STUDIO
VP Creative & Design | COTY, LUXURY DIV.
Production Director | CLM BBDO
Chief Luxury & ENT Officer | DENTSU AEGIS
Communication Dir. | DRIES VAN NOTEN
Marketing Director | PERNOD RICARD
Deputy Director of CEO | LADURÉE Thé & Beauté
Head of Comms & Influence | L'OREAL CPD
Creative Director | BETC
Creative Director
Chief Mktg & Comm. Officer | SONIA RYKIEL
Communication Dir. | GRUPPO MAX MARA
VP Advertising | GAMELOFT
Partner, CCO | SERVICEPLAN
Crédits photo : Julie ANSIAU
Founder | YORGO & CO.
Art Director | MONCLER
Creative & Image Dir.| SONY MUSIC
Founder | ANIMALS PARIS
Executive Creative Director | PUBLICIS CONSEIL
Style & Image Director | MAISON KITSUNÉ
Storyteller & Creative Director | NWA
Brand Manager | PEDRO DEL HIERRO
Communication Director | NINA RICCI
Global Creative Director | DARPHIN
Head of Strategy | DDB Barcelona