President and CEO
Tennessee born and raised, Fred's straightforward approach to branding has taken him from his small town of Lookout Mountain to greater heights. He has held positions at BBDO NY, Saatchi & Saatchi NY, Arnold, Publicis and Lintas. His purview involved work on global brands such as Pepsi, IBM and Procter & Gamble.
Fred founded Big River in 2001 as a place to incubate his "people believe people" philosophy. Big River now has growing list of national and regional clients including MoonPie, The Virginia Lottery, Sotherly, kaléo, Lumber Liquidators and sweetFrog.
Despite his success, Fred remains true to his mantra of brand authenticity, including never apologizing for his oh-so-distinctive Tennessee accent.
Person I'd most like to meet: Warren Buffet.
Most astonishing feat: Won the Atlanta Braves banner contest when I was 14.