Fred Roed, CEO of digital marketing agency World Wide Creative (www.worldwidecreative.co.za) and co-founder of the Heavy Chef initiative (www.heavychef.com), has unhealthy obsessions with online branding, The Simpsons, Hawaiian shirts and old Christopher Walken movies. He blogs at Ideate (www.ideate.co.za) a blog about South African entrepreneurs, and personally at www.fredroed.com. Contact Fred on tel +27 (0)21 423 3519, email az.oc.evitaercediwdlrow@derf and follow @Fred_Roed on Twitter.