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H. Frederick T. Moore

President and CEO


Tennessee born and raised, Fred's authentic, straightforward approach to has taken him from his Lookout Mountain hometown roots to greater heights and around the world. 


A respected strategic communications veteran, prior to launching his own agency, Big River, in 2001, Fred served at several of the nation’s top strategic agencies including BBDO NY and Saatchi & Saatchi where he led engagements with preeminent organizations such as IBM, Proctor & Gamble and SAP. Founded and built upon Fred's "people believe people" philosophy, Big River grew to serve a host of national and regional clients including MoonPie, The Virginia Lottery, Sotherly Hotels, kaléo, Lumber Liquidators, Plow & Hearth and sweetFrog among others.

More recently, as Big River Strategic Advisors, Fred has helped nationally recognized law firms such as Hunton & Williams and Williams Mullen, and financial institutions like RiverFront Investment Group and Harris Williams investment bank.


Despite his success, Fred remains true to his mantra of brand authenticity, including never apologizing for his oh-so-distinctive Tennessee accent.



Person I'd most like to meet: Warren Buffet.

Most astonishing feat: Won the Atlanta Braves banner contest when I was 14.

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