After a 20-year career writing commercials, Fred is now learning to write patents. He wonders every day why he took so long. This change happened some time ago, when he stepped out of his comfort zone and embraced the digital environment by accepting the role of CCO at Agência Click Isobar, the largest digital agency in Brazil – but with the heart of a startup. Fred came from five years at Ogilvy São Paulo, where he worked on global campaigns for clients such as Coca-Cola, Motorola and Unilever. During his career, he co-founded a small shop that was shortly afterwards acquired by FCB, he swapped between Brazilian and Portuguese agencies and even switched his creative chip to dive in the marketing of a daily newspaper in Lisbon. He collected awards at One Show, D&AD, Clio, Cannes and LIA, and has successfully launched a humor book.