Dexter Fedor

California Dancing Raisins campaign.

Dexter Fedor, BFA/BSBA79

Reinvention is a theme in the career of marketing executive Dexter Fedor, whose achievements range from creating iconic advertising campaigns to branding leadership at The Walt Disney Studio. His diverse background contributes to a keen ability to position companies and focus communications for global retail and entertainment brands.

Even during his time at Washington University, Fedor knew he wanted to impact both the creative and business sides of visual culture, earning a dual bachelor's degree in art and business in 1979. As art director at Foote, Cone & Belding, he launched case-study campaigns for the original Levi's® 501 Blues and the California Dancing Raisins.

Fedor joined The Walt Disney Company in 1998 as vice president of global brand development, modernizing the Disney brand at retail around the world. He managed franchise development for feature films—including Toy Story and A Bug's Life—and took the company's signature character, Mickey Mouse, into television advertising for the first time. In 14 months, he was promoted to senior vice president of strategic marketing, for The Walt Disney Studio’s highest priority marketing initiatives. While there, he worked with two presidents and first ladies on national initiatives related to 9/11.

After a decade with Disney, Fedor consulted as chief creative officer for Nike's action-sports division, Hurley, where he was responsible for the most successful product launch in the history of the company. He is currently chief marketing officer for Creative Recreation, a fast-growing lifestyle footwear company.

Fedor has won three Clio Awards for best commercial of the year, a Silver Lion at the Cannes Film Festival, and countless honors for his contributions to advertising. His work is included in the Smithsonian Institution's permanent collection.

Fedor is a member of the Sam Fox School National Council and an advisory board member of The Gallagher School of Business at the University of Montana, Missoula, as well as a past board member of Continuum HIV Day Services and Project Open Hand.

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