Fred Agency Bio

CONFIDENTIAL © Fred Agency, Inc. www.fredagency.com

AGENCY BIO[AND SAMPLES]

ATLANTA + SOUTH FLORIDA


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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.

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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

! ATLANTA + SOUTH FLORIDA

CREDENTIALS AND CAPABILITIES



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.


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.



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.


CREATIVE SAMPLES


! BRANDING

midtown miamimy neighborhood. my workspace. my home.


OLD SOUTH FLOR I DACO N D O R E S I D E N C E S


www.finotex.com

www.signaturestpete.com www.parkplacecarcondo.com

! INTERACTIVE

www.palladiobeauty.com/dev www.theexchangelofts.com


T h e l o ng - awa i t e d r e i n v e n t i o n o f

m i am i b ea c h h a s b eg u n .Glamour

M I A M I B E A C H

Oral representat ions cannot be re l ied upon as cor rec t l y s tat ing representat ions of the developer. For cor rec t representat ions, re ference should be made to the documents required by sec t ion 718.503, F lor ida S tatu tes, to be furn ished by the developer to a buyer or lessee. Not an of fer where prohib i ted by s tate s tatu tes.

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.

! PRINT & COLLATERAL

T h e l o ng - awa i t e d r e i n v e n t i o n o f

m i am i b ea c h h a s b eg u n .Glamour

M I A M I B E A C H

Oral representat ions cannot be re l ied upon as cor rec t l y s tat ing representat ions of the developer. For cor rec t representat ions, re ference should be made to the documents required by sec t ion 718.503, F lor ida S tatu tes, to be furn ished by the developer to a buyer or lessee. Not an of fer where prohib i ted by s tate s tatu tes.

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.


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Offers, incentives and promotions are subject to certain terms and may change without notice. See Leasing Specialist for details.

AN T I C ONDO . C OM


PASSIONATE LIVING


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! PHOTOGRAPHY

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