With a 30-year career in advertising, Fred always feared settling into a comfort zone. He has worked in distinct markets such as Lisbon, London, São Paulo, New York, and Boston. From a copywriter to a creative leader, he has always sought to work with people he admires and brands he loves. He has collected more than 50 Cannes Lions for brands like Colgate, Coca-Cola, Sprite, Unicef, Motorola, Forbes, Hellman's, and Fiat, among other awards like One Show, D&AD, Webbys, LIA, Effies, and Clio. He has been on a jury in the most recognized advertising festivals, such as Cannes, One Show, D&AD, and, in 2015, he was named one of the '30 most creative people in advertising by Business Insider.