Announcement marks a new phase for the creative department, with a focus on integrated CX, technology, and creativity solutions

Dentsu Brazil announces the promotion of Ricardo Diniz to Head of Creative and Experience. With a background that combines creativity, technology, and a consumer-centric approach, he now leads a phase that is more connected to data, media, and CX, focused on developing solutions aligned with brand business goals. The move reinforces the group’s strategy to expand the use of new technologies and integrate areas in order to accelerate clients’ growth. Born in Rio de Janeiro, Diniz has 23 years of experience in the industry, more than half of them within dentsu.

“More than a fully rounded creative, Diniz is a talent developed internally. And this is the ideal moment in the industry to create a new context. The traditional creativity model is being completely transformed by AI tools and by the demand for creativity that drives business results. Diniz is the perfect match. He is a creative by training, but with extensive experience in design, technology, and UI/UX, which gives him the ability to use technology in a creative way to culturally strengthen the relationship between brands and consumers,” says Tiago Vargas, President of Dentsu Brazil.

The executive will be responsible for leading dentsu’s creative team, which also includes Creative Directors Eduardo Ataide and Mario Lins, as well as Executive Production Director Juliana D’Antino, who will now report directly to him.

For Ricardo Diniz, Head of Creative and Experience, this moment of transformation in the industry offers an opportunity to inaugurate a new phase in the relationship between agencies and advertisers: “I’m very excited about the opportunity to write this new chapter of dentsu’s creative evolution with the same hands that built design, experience, and technology projects. I believe it is precisely in this integrated creativity that more relevant ideas emerge, capable of generating real value for brands.”

Graduated in Advertising from ESPM Rio de Janeiro, Diniz began his career in Rio as a copywriter and, in 2008, joined AgênciaClick Isobar (part of the dentsu group) in the same role. After a brief period at Wunderman, he returned to Isobar in 2012 as a copywriter, where he built much of his professional trajectory and won awards such as Clio Awards, Effie, El Ojo, Clube de Criação Festival, among others. In recent years, he has led design and digital product projects for brands such as Stellantis and L’Oréal, as well as communication strategies for SKY, Canon, Brastemp, Microsoft, Samsung, and NIVEA.

In his expanded role, Diniz will lead creative work for brands such as SKY, Ajinomoto, Heineken, Nissin, Canon, Pernod Ricard, L’Oréal, among others.