Fred serves as the Global Chief Creative Officer (CCO) at Studio X, a collaboration between WPP and The Coca-Cola Company, where he leads nine Studio X worldwide. He is responsible for overseeing integrated experiences on a global scale while ensuring that all the work remains relevant to local markets. Prior to this role, Fred was the Global CCO for all Colgate-Palmolive brands for five years.

With a career spanning more than three decades, Fred has a unique global perspective. His professional journey has taken him to cities such as London, Lisbon, São Paulo, Boston, Detroit, and currently, New York. Throughout his career, he has received over 50 Cannes Lions for brands like Coca-Cola, Sprite, UNICEF, Leica, Motorola, Colgate, Forbes, Monster.com, Hellmann's, and Fiat, along with hundreds of awards from D&AD, Effie, Webby, LIA, One Show, and Clio.

In 2015, Business Insider recognized him as one of the 30 most creative people in advertising. In 2021, The Drum's World Creative Rankings named him one of the best CCOs of the year. Fred is also a VML Global Creative Council member and serves as an active jury member for festivals such as Cannes, D&AD, Clio, and One Show.

Fred is driven by his passion for collaborating with people he admires and working for brands he loves.