Paulo Fogaca named DENTSU CREATIVE U.S. CEO
Arrival sets region’s core leadership group, partnering Fogaca with New York President Abbey Klaassen; Chicago President Laurel Flatt; Chicago CCO Pedro Perez and U.S. + Hispanic LATAM CCO Rafael Rizuto
NEW YORK, NY—Dec. XX, 2022—“Operational efficiency and creative excellence often run in opposition of one another—a constant clash that ultimately amputates the potential big ideas can have for brands and society. Paulo Fogaca is a rare builder with vision, who only brings the best of both worlds to the table. I’m beyond energized he’s joining us as Dentsu Creative CEO for the U.S.,” shares dentsu Global Chief Creative Officer, Fred Levron. “Paulo’s relentless appetite and entrepreneurial spirit to grow individuals and businesses is just what we need to reinvent creativity.”
The announcement comes on the heels of Dentsu Group's shift to a global integrated leadership structure.
“I stand for integration and removing anything that gets in the way of radical collaboration. That’s why I had to be a part of what Dentsu Creative is building,” says Fogaca. “My joy comes from intentionally bringing together all the pieces—talent, technologies and cultural fluency—to solve complex business problems through creativity. In this role, I get to be a complement and conduit for how we manifest Modern Creativity in service of our people and brand partners through our work and the fabric of our network’s culture—and I get to do it with peers who wow me: Abbey, Laurel, Pedro and Rafa.”
Fogaca stressed how real transformation comes from collective efforts, not individual actions. The interview process and his admiration for the core Dentsu Creative U.S. leadership referenced above heavily informed his career move. Abbey Klaassen is President of Dentsu Creative’s New York hub and Laurel Flatt is President of the Chicago hub. Both Pedro Perez and Rafa (Rafael) Rizuto are new joiners, Perez tapped as CCO for Chicago and Rizuto CCO for the U.S. + Hispanic LATAM.
His immediate remit is to crystalize Dentsu Creative’s vision, strategy and positioning for the U.S.—supercharging growth for the network and its clients. Early days will be spent getting embedded with agency teams and brand leaders to learn more about pressing business imperatives.
Fogaca will report into both Levron and dentsu Americas CEO & Chief Global Client Officer, Jacki Kelley.
“The U.S. remains the most critical of markets for creative expansion in partnership with our global leadership,” explains Kelley. “Paulo will oversee the entirety of our U.S. operations while also being a critical voice in bolstering our capabilities in Entertainment, Earned Attention and Experience.”
As the oldest of the holding companies, founded in 1901, dentsu is no startup. “We have hearts of entrepreneurs, having been built through acquisition, however” adds Kelley. “Wearing every hat you can imagine and working within all sorts of different operating models—Paulo has steered brands and people toward remarkable trajectories. I can’t wait to see what he will do working closely with our exceptional leaders and clients.”
Fogaca comes to Dentsu Creative by way of GUT, where he was global COO and managing partner for nearly three years. He was responsible for running global agency operations across its five offices in Miami, Toronto, Mexico, São Paulo and Buenos Aires. Before that, Fogaca was a lead architect and global COO of DAVID—overseeing offices in Miami, Buenos Aires and São Paulo. Under his watch, GUT was named to Ad Age’s 2021 A-List after only three years of existence. Likewise, DAVID Miami received Ad Age A-List and Adweek Breakthrough Agency of the Year honors while being named the fourth-most creative agency globally at the Cannes Lions Festival.
Over Fogaca’s 25+ year career—he’s helped:
Activate "Google Home of the Whopper", causing pure chaos with a 15-second spot. He also put out a call for burger peace (sort of) between Burger King and McDonald’s with the "McWhopper" in partnership with YR New Zealand.
Unleash Heinz’ "Wiener Stampede" on Super Bowl 50 to bring awareness to the business’ full portfolio of condiments with so much relish that the work ranked second on USA Today's prestigious Ad Meter and YouGov BrandIndex found it generated the game’s biggest immediate lift in brand buzz and purchase consideration.
Drop Popeyes "That Look" fashion, giving consumers a lifeline when Beyonce’s remarkably similar clothing line sold out.
Show how Budweiser strives to uplift communities in need and its commitment to evolving how it produces beloved beverages.
Launch Headspace's first TV campaign backed by the idea of offering free subscriptions to those impacted by pandemic-induced unemployment (after a five-day pitch, with innovative resourcing making polished animation execution happen in two weeks versus the average two-month period).
As one of the industry’s most-awarded executives, Fogaca has been featured on Ad Age’s 40 Under 40, Adweek 50 and Adweek’s Young Influentials lists. His stout portfolio has earned Effies, Grand Clios, Cannes Lions Grand Prix and other industry accolades.
“I’ve lived and worked across many different countries and continents. I started as a brand-side client, then to a legendary holding company and then built and opened boutique and indie agencies. I’ve dabbled in everything from production to PR—a constant student of it all,” adds Fogaca. “I’m bringing every lived experience and every lesson learned to this role, ready to take on every chance and challenge to show Dentsu Creative can be the most integral and trustworthy partner for brands and industry talent.”
Fogaca fills the post left by Jon Dupuis who was elevated to a global clients president role in October.