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Bios: Principals

Fred Sullivan

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Producer, Director, Internet Business Strategist, System Architecture, Art Director

Fred has been a leader in the development of websites and multimedia since 1994. Over the past 12 years, Fred has had a strong record as an entrepreneur and consultant. He founded LiQ, a shopping search engine, in 1998. The company was later sold for $48 million. His interactive agency NetReaction, founded in 1997, created Pihana Pacific's online marketing and branding strategy. In December 2002, Pihana successfully merged with Equinix (EQIX on the NASDAQ) , for an estimated minimum value of $1.28 billion. He has consulted on many other technology start-ups, as well as for Fortune 500 and Global 1000 companies such as Trammell Crow and Sumitomo Corporation.

Fred’s background in painting, drawing, ballet, the Argentine tango, and classical piano enables him to interact successfully with creative people. In addition, his lifetime involvement with computers, study of life sciences in college, and TV production experience give him a solid understanding of how business works.

Fred relies on his ability to envision space and possibilities to see into the structure of your company, assess your needs, and help you find a solution— whether it’s guiding the direction of a camera, developing a brand strategy, or judging how to design a database interface.

He is committed to fulfilling your objectives and adhering to your budget limits and deadlines.

Insight
I was teaching Ricardo about web coding and he said he was ready to ask small questions now. Kevin asked, “Like how and why?” I said that we ask three-letter questions at the beginning of the process so that they don't lead to four-letter words at the end.
 

Ricardo Smith-Hoffman

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Account Executive, Illustration, Sales, Packaging Design, On-Screen Graphics

Ricardo moves seamlessly between sculpture and the latest computer graphic software. At Saatchi & Saatchi, he worked on campaigns for General Mills, Procter & Gamble, Toyota, and PaineWebber.

His earlier work includes designing ads for NBC, packaging, and presentations for Mezzina/Brown (Joe Camel Cigarettes). He was the creative director for March of Dimes, in charge of all direct response materials. He also has been a paid political consultant on many candidates’ campaigns for public office.

Insight
I went to an orchard to pick apples. They were beautiful apples, and I had big plans for them. Later I went to the refrigerator and found that every apple had a tiny bite taken out of it. I realized (from the small bites) that my son was responsible. When he came home I asked him why. He said, “Because I needed to find out which was the best one.”

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