The author was born in Chicago, grew up in Great Neck, NY, is a graduate of the University of Vermont (BS) and Stern School of Business NYU (MBA). Fred Goldberg entered advertising in 1967 joining Young & Rubicam NY after having been Marketing Research Director at P. Ballantine & Sons.  Initially a Marketing Executive, becoming an Account Executive, Account Supervisor, Management Supervisor and the youngest Senior Vice President in the firm’s history at the time.  In 1977, assigned to Gallo Wine, he moved to Y&R Los Angeles soon becoming General Manager. In 1982 he joined Chiat/Day to manage the Apple Computer account.  He became President of the San Francisco office, and then Chiat/Day Los Angeles, Chief Operating Officer and a board director. Leaving Chiat/Day in 1990 he formed his own agency, Goldberg Moser O’Neill, growing to $500M billings with clients such as Dell, Cisco, Dreyer’s Ice Cream, Kia Motors and Electronic Arts. GMO was sold to IPG in 1996 and Goldberg retired in 2000. He continues to help several non-profit organizations and businesses. He lives with his wife Jeri and dog Alfie in Belvedere, California with daughters, Robin Joseph and partner Mark Trapin, Susanne Carek, and husband Paul, and grandchildren, Cory, Alison, Jack and Charlotte happily nearby.