Although he has been a London resident for the last seven years, Frederico Roberto, or Fred – as he prefers – comes from Portugal. A highly decorated creative in global advertising, his long list includes top positions, numerous awards, and prestigious jury positions.
Fred took on the creative’s life early on. After studying advertising, he worked for various agencies in Lisbon and London, as well as Sao Paulo and Istanbul. With copywriting as his first stepping stone, he quickly rose to the role of Creative Director, he rallied international creatives around him as the co-founder of International Creatives Initiative, and most recently, he was the Global Creative Director for Unilever’s U-Studio, OLIVER Agency’s in-house operation creative content production powerhouse initiative, working for all of its 300+ FMCG brands across 22 countries. With a clientele that includes Samsung, Nike, BP, Bentley Motors, Emirates Airlines, Guinness and Tanqueray among others, he can boast of having worked with some of the most sought-after brands for creatives globally.
Fred has also been one of the major creative leaders to notice the swift towards digital around 2007, and did not miss the chance to pivot his creative acumen in the new media that emerged, a choice that further accelerated his career in a field stuck between legacy and new media. His experience has been recognised and awarded in some of the most noteworthy Creative Festivals in the world such as the Cannes Lions, SouthAmerican El Ojo, the UK Dadis, BIMAs and LOVIE Awards, amongst others. As a result, he has been invited to be a juror for several international festivals multiple times over the past 8 years in events such as the Dubai Lynx, D&AD, New York Festivals, the Cresta Awards, and also the Cannes Lion itself, just to name a few.
But being a people’s person himself, Fred thrives in a team environment. Mentoring and coaching are his big passion and nurturing the talent surrounding him his key trait. As such, Fred is a recurring presence in events around the world like the Spikes Asia in Singapore or DMEXCO in Cologne, Germany as a guest speaker on topics such as creativity, bravery and entrepreneurship.
Fred joins Interweave at a critical moment, with a dual mandate to spearhead the London office operation, as well as support the Athens office with hi-end creative direction. Nonetheless, he still manages to enjoy playing video games, and stretch with the occasional basketball game. Befitting a global creative, Fred loves films and traveling, and he has already come to love the Athens-London flight itinerary.
“Work until you no longer need introductions.”