Millennium Magazine_7th Ed

9 Millennium - A Marquis Who’s Who Magazine ADVERTISING, MARKETING AND PUBLIC RELATIONS J oining Kaleidoscope, a packaging, branding and design company, in 2014, Dyfed “Fred” Richards first served the company as chief commercial officer before his promotions to chief marketing officer and partner in 2019. In these positions, Mr. Richards has focused his attention on the “fast-moving consumer goods” category and has worked for design and branding companies in the U.K., U.S. and Switzerland. Interested in packaging and graphic design from a formative age, he studied graphic design at the Wiltshire College of Art and Design and the Wrexham College of Art and Design in England in the 1990s to complement his innate skills in design. Serving as a creative director and executive creative director in Europe for FutureBrand from 1998 to 2001, Mr. Richards subsequently joined Brown, Inc., as a designer between 2003 and 2005. Soon thereafter, he became the executive creative director of North America for Interbrand in 2004, a position he held until 2012. During this time, he was also the global executive creative director of CPG for the aforementioned company. Additionally, from 2013 to 2014, Mr. Richards was the worldwide creative director of consumer branding for The Brand Union. Mr. Richards has been highlighted in local, na- tional and international press publications, includ- ing The Wall Street Journal, Adweek, The Econo- mist, Hot Graphics International, Graphis, Design Week and Shelf Impact, among others. Demon- strating his expertise tomultiple bands, he has led creative initiatives for various Proctor & Gamble products, such as Bayer, Wrigley, GlaxoSmith- Kline, AT&T and Lowe’s. A member of the Design Management Institute, he has also been a speaker at several clients and industry events. Passionate about rugby, Mr. Richards was pre- viously a representative for the Chicago Blaze Rugby Club, captain of the Salisbury College Rugby Team and vice captain of the Wrexham Rugby Team. He attributes his positive career to his hard work ethic and curiosity into how to im- prove brand success. Designing for brands such as Skittles, Duracell, Orbit and Head and Shoul- ders for more than 30 years, he recalls these mo- ments as the highlights of his career. In his spare time, he enjoys collecting antique packaging. DYFED “FRED” RICHARDS CHIEF MARKETING OFFICER, PARTNER Kaleidoscope Chicago, IL