About

Founder / Author / Southerner / Eater

Bill combines strategic thinking with relationship-focused tactics to help tech companies translate what they do into plain-spoken messages customers get.

As an almost Atlanta native, I left to become Associate Creative Director at some of the best award-winning agencies (BBDO/NY, Saatchi & Saatchi, Doner, Hill Holliday) before returning home to found the Frederick Swanston agency with Scott Frederick in 1999.

At Frederick Swanston, we are a mid-sized advertising agency in Alpharetta; I lead the creative strategy by combining exceptional creative with the finest client service. I have experience in marketing high-tech companies that stems from my 20+ years of experience in the industry combined with my commitment to creating highly targeted direct marketing and direct response programs. We then take these targeted messages and integrate them into traditional and online advertising campaigns.

As an ad agency leader in what’s been called the “Technology City of the South,” I  know a thing or two about marketing high tech. With nearly 600 technology companies in the surrounding area, Alpharetta is now the third largest concentration of high-tech companies in the country only following Silicon Valley and Austin. This vibrant, progressive city is where outstanding service and a technology-driven business environment meet yielding a quarter of Metro Atlanta’s top 25 technology employers.

I enjoy writing and recently co-authored A Guide to Surviving the Seismic Shift in Advertising. If others were to describe me, they’d attribute my quick wit and southern charm as my most attractive qualities. I am also fanatical about southern (i.e. fried) food. If you happen to find me at a local barbecue joint, go on and pull up a chair. I have accumulated a multitude of stories.