EXPERIENCE
COUNTS
DYFED “FRED” RICHARDS
CAREER
A world class design career spanning 30+ years in the “Fast Moving Consumer Goods” category for some of the world’s leading global brands.
Fred has been privileged to have led three of the world’s largest design agencies across multiple consumer categories. This valuable and unique experience ensures that Fred brings his unparaelled branding perspective to your business. A creative thinker who believes passionately in the “big idea” for the consumer to comprehend, for the brand to drive and for the business to believe in and profit from.
First and foremost, Fred is a creative thinker. With a proven track record of defining key strategic design solutions for some of the world’s biggest brands. An ability to not only think big , but an ability to deliver on the details for the critical execution of the big idea.
Design thinking and execution must serve a higher purpose beyond meaningless decoration and vanity, it is an integral part of the marketing and innovation mix for the benefit of the business. The language of design, semiotics and design principles play a key role in his methodologies to have the business understand the history of the category and brand and the future success in an ever-changing world.
KEYNOTE SPEAKING
Fred is an accomplished and sought-after industry keynote speaker. Highly entertaining and passionate, always delivers with great humor and insights on the pitfalls of branding to the principles of effective world class design thinking and application. Ideal subject matter for training or inspiring your marketing and design team.
Fred has provided keynote speeches in annual conferences for P&G, MARS Wrigley’s, Akzo Nobel, GSK, Wilson, Centene, Unilever, Mezzan, Philips, ConAgra, and Lowe’s. Fred is also a regular contributor to the design conference speaker circuit such as The HOW Conference, Packaging That Sells, BXP, Cleaning Products and FUSE.