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Fred Agency Bio

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FRED. is an innovative boutique agency specializing in new media and brand strategy. We are a full service agency with an interactive edge. FRED. provides fresh, innovative, memorable campaigns that …

FRED. is an innovative boutique agency specializing in new media and brand strategy. We are a full service agency with an interactive edge. FRED. provides fresh, innovative, memorable campaigns that consistently drive highly targeted results.

Top tier companies who have greatly benefited from our unique, trendsetting and highly marketable style include:

The Rockefeller Group, Kimco, McDonalds, Heineken, Paradisus Resorts, Sol Melia, Marriott Resorts, Ritz Carlton, Finotex, Starwood, Nortel Networks, Arvida, Motorola, AutoNation, Alamo, ExtendedStay America, Royal Caribbean Cruise Lines, Canon and many others. Also some of the most notable real estate developments in the nation have benefited from our highly effective creative. Metropolitain Miami, Midtown Miami, Atlantic Station, Atlanta, Justison Landing, Wilmington DE, Signature, St. Pete, just to name a few.


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  • 1. ATLANTA + SOUTH FLORIDA AGENCY BIO [AND SAMPLES] CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 2. ! ATLANTA + SOUTH FLORIDA !"#$%&'()*+ FRED. is an innovative boutique agency specializing in new media and brand strategy. Our services include Brand Strategy, Creative Direction & Design, Interactive Design & Development, Social & Viral Marketing, Video & Radio Production, Creative and Marketing Consulting and Creative Team Building The Owner/Creative Director Fred Adkins was in Entrepreneur Magazine’s August 2007 issue “Hot 500 fastest growing businesses in America.” We continue to provide fresh, innovative, memorable campaigns that consistently drive highly targeted results. Top tier companies who have greatly benefited from our unique, trendsetting and highly marketable style include: The Rockefeller Group, Kimco, McDonalds, Heineken, Paradisus Resorts, Sol Melia, Marriott Resorts, Ritz Carlton, Finotex, Starwood, Nortel Networks, Arvida, Motorola, AutoNation, Alamo, ExtendedStay America, Royal Caribbean Cruise Lines, Canon and many others. Some of the most notable real estate developments in the nation have benefited from our highly effective and unique creative. Metropolitain Miami, Midtown Miami, Atlantic Station, Atlanta, Justison Landing, Wilmington DE, Signature, St. Pete, just to name a few. ,-./0&%#&1()!%-2)&0!34,)0 http://www.fredagency.com/FREDBrandingBook.pdf http://www.fredagency.com/FREDRealEstateBook.pdf http://www.fredagency.com/FREDHospitalityBook.pdf Videos http://www.facebook.com/video/?id=82640726230 Branding http://www.facebook.com/album.php?aid=100292&id=82640726230 Photography http://www.facebook.com/album.php?aid=101370&id=82640726230 Websites http://www.finotex.com http://www.theexchangelofts.com http://www.signaturestpete.com http://www.miramartc.com http://www.metropolitanmiami.com http://www.caroledesign.com http://www.thedawsoncompany.com http://palladiobeauty.com/dev/ http://www.kayumaya.com http://www.propilates.com CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 3. CREDENTIALS AND CAPABILITIES
  • 4. ! ATLANTA + SOUTH FLORIDA CREDENTIALS AND CAPABILITIES FRED. is an award-winning advertising agency based in Fort Lauderdale, Florida. Our team consists of professionals who have been part of national agencies and web consultancies across the U.S. The entrepreneurial spirit under which the company was formed is still in operation each and every day. We know that our positive energy and skill shows in our work. Our agency has experience across disciplines and industries. Experience specific to this RFP includes AOR and project work for several international hotel groups. Additionally, FRED. has vast experience in branding new companies as well as re-branding existing entities including Paradisus Resorts, Caribbean, The Exchange Lofts and Havana Nines, some case studies are included in this RFP response. FRED. operates within a team culture and we work as a partner with our clients, not as a vendor. This mind-set produces great work and fosters great, long-term relationships. We are all about managing client expectations. We also feel strongly about our creative and defend our recommendations, which is what we are hired to do. Our clients are always intimately involved in and aware of our decision-making processes, and we respect that relationship above all. FRED. provides the following advertising services: brand identity; web and interactive design; programming; information architecture; technology solutions; online advertising and marketing services including analytics and optimization; collateral; sales materials; presentations; environmental graphic design and consulting; print, radio and TV; media planning and placement; direct mail; photography; video and signage. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 5. ! ATLANTA + SOUTH FLORIDA AGENCY RESEARCH AND REPORTING METHODS Our work is research-based so we are current with trends that are relevant to the industries in which we work, as well as general business trends. As we add new industries, we add relevant research. Our research begins immediately so we have a crystal clear understanding of the product, current market position, perceptions, challenges, key stakeholders, values and beliefs, competition, goals, scope and the client’s definition of campaign success, against which we measure. Internally, we research category trending and competition. We make recommendations for further research based on conclusions reached in our initial phase. We have a list of outside research firms that we work with and recommend based on our clients’ desired outcomes and budget constraints. There is no one research company that works for every industry or requested outcome. We are equally skilled at sourcing for trending, demographic, psychographic or other data as required. We also have access to a variety of media planning and buying tools such as Strata, SQAD, Scarborough, and SRDS, as well the latest Arbitron and Neilsen ratings data. We use research from a variety of sources in order to help narrow in on the target audience. These tools and research are used to assist us in putting together a well formulated media plan to achieve marketing goals in the most efficient manner possible. During the media planning stages, we use Scarborough to help identify demographic and psychographic information on the target market. While researching and negotiating the media buy, we use Nielsen television ratings, Arbitron radio ratings, and SRDS print information to help determine the most efficient stations and programming to reach the target audience. These resources are also used to provide a post-buy analysis. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 6. ! ATLANTA + SOUTH FLORIDA ESTIMATING AND BILLING PROCEDURES FRED. uses Workamajig, a time-tracking, scheduling and billing program, which gives us full control over each project within the agency. Each job is cost estimated and approved by client signature before it is released into traffic for design/production. This cost estimate is based on hourly time budgets that are charged against the final line-item budget negotiated at the beginning of our engagement. Two major revisions on each job are included in each job estimate. Any changes made after the allotted two are estimated and will require the Client’s signature for additional billing. The Agency produces two comps of each piece; one at initial design presentation and the second before production takes place. Additional comps may be requested at an additional cost per Agency Price List. Prints, proofs, CDs, DVDS etc are billed per the Agency Price List. Retainers are billed a month in advance and are due on the first of each month. Individual jobs are billed as they occur. Media is prepaid monthly at actual contracted gross rates for cash buy advertising run in all media (gross rate = net x 15%). Barter budgets are estimated and invoiced separately on a per project or per budget basis. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 7. CREATIVE SAMPLES
  • 8. ! BRANDING midtown miami my neighborhood. my workspace. my home. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 9. O L D S O U T H F LO R I DA CO N D O R E S I D E N C E S CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 10. ! INTERACTIVE www.finotex.com www.signaturestpete.com www.parkplacecarcondo.com www.palladiobeauty.com/dev www.theexchangelofts.com CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 11. ! PRINT & COLLATERAL Glamour The long-awaited reinvention of miami beach has begun. Glamour The long-awaited reinvention of miami beach has begun. In a sea of sameness, a truly unique oceanfront condominium is rising. Beautifully appointed residences inspired by the classic glamour of Miami Beach. Priced from $1 million. Visit our sales center at 3737 Collins Avenue, call 877.600.2969 or visit us online at www.caribbeanmiamibeach.com. M I A M I B E A C H Oral represent ations cannot be relied upon as correctly st ating represent ations of the developer. F or correct represent ations, reference should be made to the documents required by section 718.5 0 3, Florida S t atutes, to be furnished by the developer to a buyer or lessee. N ot an of fer where prohibited by st ate st atutes. In a sea of sameness, a truly unique oceanfront condominium is rising. Beautifully appointed residences inspired by the classic glamour of Miami Beach. Priced from $1 million. Visit our sales center at 3737 Collins Avenue, call 877.600.2969 or visit us online at www.caribbeanmiamibeach.com. M I A M I B E A C H Oral represent ations cannot be relied upon as correctly st ating represent ations of the developer. F or correct represent ations, reference should be made to the documents required by section 718.5 0 3, Florida S t atutes, to be furnished by the developer to a buyer or lessee. N ot an of fer where prohibited by st ate st atutes. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 12. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 13. !" CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
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  • 18. ANTICONDO.COM Offers, incentives and promotions are subject to certain terms and may change without notice. See Leasing Specialist for details. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
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  • 25. CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
  • 26. PASSIONATE LIVING CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
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  • 29. ! PHOTOGRAPHY CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com
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