My Latest Work
SEE ALL WORKThe Original Gamechangers
A league of its own!
A League of its Own.
Crunchin' Chicken (Billboard)
About me
Frederico Roberto believes in the power of ideas and how they can still change the world. He’s been working in creative advertising and communications for the past 20 years and has worked in both Portugal and the UK for different global markets like EMEA, LATAM, and APAC. Samsung, HP, Fox International Channels, Nestlé, Bentley Motors, Xbox, Colgate, Virgin Active, Bentley Motors, Unilever and BP are some of the clients he has worked for. Until recently he was the Global Creative Director at the U-Studios, OLIVER Agency inhouse agency at Unilever, working for all of its 300+ global brands. He’s now the Executive Creative Director at Interweave Agency in London & Athens. Frederico has won more than 40 international awards including Cannes Lions, the South American El Ojo, Lovie Awards and the UK’s DADIs and BIMAs Awards and has been judging various prestige international festivals such as Cannes Lions, Dubai Lynx, D&AD and New York Festivals.
Languages
- French - Basic
- Portuguese - Native
- English - Pro
- Spanish - Basic
- Greek - Basic
My Work
SEE ALL WORKCrunchin' Cheese: Social (3)
- BRAND:
- KFC x Cheetos
- AGENCY:
- TBWA\RAAD
Crunchin' Cheese: Social (2)
- BRAND:
- KFC x Cheetos
- AGENCY:
- TBWA\RAAD
Crunchin' Cheese: Social
- BRAND:
- KFC x Cheetos
- AGENCY:
- TBWA\RAAD
Crunchin' Chicken Teaser: Chester
- BRAND:
- KFC x Cheetos
- AGENCY:
- TBWA\RAAD
Crunchin' Chicken Teaser: Colonel
- BRAND:
- KFC x Cheetos
- AGENCY:
- TBWA\RAAD
New Crunchin' Cheese from KFC
- BRAND:
- KFC x Cheetos
- AGENCY:
- TBWA\RAAD
Positions
Executive Creative Director
Interweave Agency
United Kingdom
April 2020 - Present (4 years 8 months)
Co-Founder
International Creatives London
United Kingdom
January 2016 - Present (8 years 11 months)
I'm the Co-Founder of International Creatives London (search for it on FB), a support, networking and co-learning group of 1300+ and counting.
Global Creative Director Feb 2019 – Mar
Following Rod's Sobral arrival at OLIVER as Chief Creative Officer, we've identified the need to unite the operation on a global scale on our main client, Unilever. With 23 U-Studios around the world and a pool of talent of up to 400 people, landing the vision and the creative culture and ways of working on key, high-profile, projects were part of my responsibilities.
EMEA Senior Creative Director Feb 2018 – Jan 2019
Working onsite at Unilever, I'm responsible for all in-house brands' creativity in every digital and social channel. I'm one of OLIVER's senior leads changing the industry's perception re: onsite model. I've grown the team by 50% due to a creative business increase by 40%. Dove, Axe, Rexona, Magnum, Walls are just some of the brands I create for.
Following Rod's Sobral arrival at OLIVER as Chief Creative Officer, we've identified the need to unite the operation on a global scale on our main client, Unilever. With 23 U-Studios around the world and a pool of talent of up to 400 people, landing the vision and the creative culture and ways of working on key, high-profile, projects were part of my responsibilities.
EMEA Senior Creative Director Feb 2018 – Jan 2019
Working onsite at Unilever, I'm responsible for all in-house brands' creativity in every digital and social channel. I'm one of OLIVER's senior leads changing the industry's perception re: onsite model. I've grown the team by 50% due to a creative business increase by 40%. Dove, Axe, Rexona, Magnum, Walls are just some of the brands I create for.
Creative Director Jun 2016 – Jan 2018
Leading the creative comms team at VML London, I've gathered a 70% track record of pitches won, ideating for several different clients with digital at heart. Pushing innovation as a way of life, to leapfrog brands into the digital landscape with a much needed digital transformation journey.
Associate Creative Director Jan 2015 – Jun 2016
Leading integrated, digital experiences for companies like PwC, Xbox, Premier League, Bentley, Virgin Active and others. Drawing inspiration from the world to innovate and push creativity forward.
Leading the creative comms team at VML London, I've gathered a 70% track record of pitches won, ideating for several different clients with digital at heart. Pushing innovation as a way of life, to leapfrog brands into the digital landscape with a much needed digital transformation journey.
Associate Creative Director Jan 2015 – Jun 2016
Leading integrated, digital experiences for companies like PwC, Xbox, Premier League, Bentley, Virgin Active and others. Drawing inspiration from the world to innovate and push creativity forward.
At JAM (now known as DF London) I've created trailblazing work that turned people into active brand advocates, and their conversations into real business currency. Managed to grow the team by 45% in just 6 months preparing JAM for new client pipeline after an 80% pitch win track record. Worked for clients such as XBOX, SKY, Tesco Mobile, Nescafé Dolce Gusto, Birds Eye, SAMSUNG Mobile, Capital One amongst others.
Associate Creative Director (contract)
London, United Kingdom
November 2013 - December 2013 (1 month)
Senior Conceptual Creative at We Are Social working for, Tullamore DEW, Adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia. In charge of creating campaigns for the agency's clients and pitches regarding the whole social media platforms.
Associate Creative Director (contract)
London, United Kingdom
May 2013 - November 2013 (6 months)
Responsible for the Agency Digital creativity alongside Tim Palmer and Al Young. Conceptual copywriter and special projects supervisor. Implemented the intern program and lead the Social Media and Innovation implementation and WoW throughout the agency. Working for Sky, Nokia, Jupiter Fund Management, NSPCC and Money Advice Service.
Responsible for the agency's brand activation creativity and its integration with the clients' yearly communication plans. Worked for clients such as Sporting Club of Portugal, Vodafone, CTT (national mail company), TOTAL and Buondi Coffee.
In charge with all the creative thinking, heading a team of 20 amazing creative Brazilian, Portuguese and Turkish talents and supporting the other 20 with their also creative task-managing, account-jugglers, co-workers. Worked for clients such as Lisbon's City Hall, Fox International Channels, Samsung, Secret Story (TV Show), National Geographic, Citroën, Peugeot, Audi (Turkey) and VW (Brazil) in different markets, HP, Tagus Beer, ActivoBank, Nike, Schweppes, Pepsi.co (Matutano), Delta Cafes, Amnesty International, Absolut, Stolichnaya (Turkey), Efes (Turkey) and Red Bull (Brazil), amongst many others. Led the agency to its first Cannes Lion, a Gold trophy at the SouthAmerican El Ojo Festival and to be named Direct Agency of the Year in Portugal (2012).
Freedom Dictionary (Film)
- BRAND:
- Amnesty International Portugal
- AGENCY:
- TORKE CC
Freedom Dictionary
- BRAND:
- Amnesty International Portugal
- AGENCY:
- TORKE CC
In charge with creative ideas for street and online campaigns in a guerrilla style. Worked for clients such as HP, Fox International Channels, Optimus, Clix and Sea Life, Peugeot, SIC TV channel and Brisa, amongst others.
Copywriter
DCE - Loving Brands
Portugal
June 2007 - May 2008 (11 months)
Copywriter for several national brands, in charge to create and revise texts for ad campaigns, both ATL and BTL. Worked for clients such as Millennium bcp bank, Liberty Insurances and Western Union and Campo Pequeno Shopping Mall.
Creative Director
Artecomum
Portugal
July 2004 - July 2006 (2 years)
Creative Director (July 2006 - June 2007)
Following my rising status within the agency and the agency's clients, I became Artecomum's Creative Director in charge with dealing with the company's main clients on a daily basis as well as leading a team of 10 creatives. Worked for PGA Portugalia Airlines, TACV Airlines, Banif Bank, Codipharma Pharmaceuticals and Atrium do Saldanha Shopping.
Creative Director (Jul 2004 – Jul 2006)
Started as an account and producer and quickly made my first steps into creative copywriting adding this attribute to my agency's role. Worked for clients such as MundiTravel, PGA Portugalia Airlines, BIC Bank in Cape Verde, TACV Airlines and the BTL Tourism event.
Following my rising status within the agency and the agency's clients, I became Artecomum's Creative Director in charge with dealing with the company's main clients on a daily basis as well as leading a team of 10 creatives. Worked for PGA Portugalia Airlines, TACV Airlines, Banif Bank, Codipharma Pharmaceuticals and Atrium do Saldanha Shopping.
Creative Director (Jul 2004 – Jul 2006)
Started as an account and producer and quickly made my first steps into creative copywriting adding this attribute to my agency's role. Worked for clients such as MundiTravel, PGA Portugalia Airlines, BIC Bank in Cape Verde, TACV Airlines and the BTL Tourism event.
Creative trainee
Escola Superior de Comunicaçāo Social
Portugal
October 1999 - June 2004 (4 years 8 months)
At Uni, working as creative whilst studying the principals of advertising, I got to work in real briefs for real clients as if I were in a real agency. Got to present to Marketing Managers and thus start my career in the world of Creativity.
Education
1993 - 1999 (6 years)
Other professional activities
PHNX Tribute 2020
Awards Jury Member
PHNX 2021
Awards Jury Member
PHNX 2022
Awards Jury Member
PHNX 2023
Awards Jury Member
