Freddy has 15 years’ experience building and executing integrated campaigns driven by audience insights and designed for business impact. He currently leads H+K’s UK Entertainment sector.
Freddy has specialist skills in taking brands to different and diverse spaces outside of their traditional heartland. This includes engaging audiences in fashion and creative industries for Samsung, breaking into the action sports category for TomTom, and taking Activision’s gaming franchises into sport and music to maintain brand relevance for youth audiences.
The Entertainment sector portfolio includes Activision Blizzard, Meta Reality Labs, Spotify, StockX, Cineworld and Fifa+.
Prior to H+K he worked for Band & Brown, Mischief, an influencer start-up called Hype, and The Red Consultancy. Freddy lead the agency team for Samsung’s activation of the London 2012 Olympic Games partnership, spent several years leading the McDonald’s Community Football programme, activating flagship product launches for Samsung’s Galaxy mobile range, and created culturally relevant campaigns for the world’s biggest videogame publisher, Activision.
Freddy studied English at Leeds university and has a passion for football, gaming, music and film.