Fred Liedtke

SVP/Creative Director, Saatchi & Saatchi Wellness, USA

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After 20+ years at GreyNY, I have moved over to Publicis LBI  in 2014. My mission is to bring unconventional integrated big brand building experience to the health space.

The opportunities for creating cross-channel experiences for patients, consumers and doctors make it an exciting time to be in healthcare.

I currently manage a group comprised of teams responsible for creating integrated communications for the 10 indications of the Humira group at SaatchiWellness and several Sanofi/ Pasteur brands.

Over the years I have had the good fortune of working with, and for, many talented people, 

and also for some great clients on a wide range of brands. This diverse and deep experience set is my greatest asset.  Here are a few of the standouts.

University of Pittsburgh Medical Center, Novacure Oncology, Abbvie Immunology, GSK, Sprint, Diageo, Panasonic, Crisco, Pillsbury, Aquafresh, America's Natural Gas Alliance, Canon, Tanqueray, Abbott Labs, Devon Energy, Purolator, Bosch, Vail Properties, Beaver Creek, Frontier Airlines, Bumble Bee, Smuckers, Darden Foods,  3M  and a few others along the way. 

Some Highlights include:

  • Shortlisted at Cannes and The Creative Floor last year for one of our Interactive sales aids.
  • Won MM&M gold for an integrated campaign for Abbvie.
  • Shortlisted at The Globals two years ago.

As Creative Director for UPMC (UNIVERSITY OF PITTSBURGH MEDICAL CENTER), one of Grey’s largest clients by billings, I led the creation of over 100 films and TV spots and hundreds of integrated content pieces. To highlight UPMC’s world-class concussion center. Made a short film with Dale Earnhardt Jr. documenting his struggle with concussion injuries. Launched and sustained a campaign with branded content, directed celebrity social opinion leaders on facebook and twitter. Made over  30 million impressions in 6 months. Taught an Amish guy and a geisha how to change the oil in a vintage pick-up truck, and filmed it with Michael Spiller, director of Modern Family for Purolator filters.

Re-launched Olive Garden using Modern Family star Julie Bowen as the high-energy voice for the GO OG campaign. Created Tony Sinclair for Tanqueray Gin. Relaunched the brand, started a record label, built an interactive digital platform form remixing our songs, and even spent a month in India with a Bollywood crew making a short film to launch a product extension called Rangpur Gin. Hung out of a door-less helicopter with a photographer for days as we flew around Vail properties and directed pro skiers and snowboarders. Directed 4 commercials. Designed Sprint’s first website with a team from (at the time) a new magazine called WIRED.

2018 GJ 1NewYork Festivals