Fred was born and raised in Texas, but somehow avoided speaking with a “Texas twang accent.” He has worked for all of the major ad agencies in the Southwest region, over the last two decades, before taking off the training wheels and giving his own ad agency a spin around the block. Fred would prefer to not list his advertising award achievements, as that would be rather braggadocious. Besides, modesty goes a long way in today’s business environment. Fred’s true core belief is: Common sense and simple, tangible, distinguishable ideas should always trump the dizzying-overly-complex-vague-theory-marketing-jargon-speak known as “the fog of the advertising process.”