For years, we wanted to use more than just the few boring fonts that are web standards. Sometimes you need to show creativity to convey your message with typography and Arial, Helvetica or Times just doesn’t cut it. In ancient times (the 90’s) we would create graphics with our typography and insert the image into our web design. In recent years, Flash has been the tool of choice to get our message across uniquely and creatively.

But, both have always had fundamental problems. Images, well, are images and not text. You can’t search or even copy it and search engines can’t see it. Flash is a little better but not much. You have to do a lot of action scripting to get anywhere with search engines, Updating is a pain, using a CMS is a pain, and so on. Not to mention mobile devices are not compatible with Flash. Flash is a desktop solution and always has been. There is no support for touch, multi-touch and gestures on the new devices and it’s a power and memory hog.

Apple’s CEO Steve Jobs has made the best argument for the death of Flash. he has let the world know Apple is moving forward and implementing HTML5 (a web standard) for all of their devices. I totally agree with this decision. No special plugins needed, lower bandwidth and power consumption and you can be as creative if not more than Flash. Also it’s a breeze to update and add CMS systems.

Now back to the font issue. Extensis has been quietly working on a font management system called WebINK that uses CSS to let developers use real fonts on your site! No flash plugins, no images, just straight text! With HTML5 and the new @font-face tag, most browsers support using fonts that are stored on a web server. WebINK handles all the technical code of using web fonts and let’s developers focus on what they’re good at – design.

Extensis has done an great job with the site design and has made it very easy to use.

What a great year 2010 is turning out to be! Last year we opened a satelite office in Atlanta officially and the city has lived up to it’s nickname of “Hotlanta”. FRED. Is heating up this market and we have decided to make it our headquarters! By this summer we will officially be an Atlanta ad agency with an office in South Florida.

We are so excited to make Atlanta our home, it’s a wonderful city! The art and culture are the best south of NYC, green spaces and parks, the best shopping in the south, they do call Buckhead the Beverly Hills of the south. More restaurants than NYC. And trees! I think unless you live in South Florida you may not see that as a big thing.

To say the least we are so happy to be in Atlanta and bring our unique fresh approach to this hot market.

2009 has come and gone. I know a lot of people have had it rough, but there is so much to be thankful and optimistic about.

I have learned that doing what you love and doing it your own way is so rewarding and it reminds me why I loved it in the first place.

I have learned that talent, knowledge and skill are the trifecta of a successful ad agency. If you are missing one of these components, you will find it hard to impossible to stay afloat.

I have learned that I have more friends than I thought.

I have learned that karma is a wonderful thing. Treat people how you want the universe to treat you. Some people learn this one the hard way.

I have learned that if you know your business and love what you do no person or “economy” can bring you down.

I have learned that support from your wife is priceless. Thank you so much honey.

I wish you all a great 2010! May you all have success and happiness!

FRED.

We love Atlanta and we are very excited to be entering this market. We have done work in Atlanta for years, most notably real estate. Element Atlanta, ATL Lofts and Paces 325 to name a few. We look forward to injecting Atlanta with our unique style and thinking.
Our number in ATL is 404-720-0995, our FTL number is 954-607-6276.

We are excited to work with ProPilates and take their brand to the next level. We will be creating a campaign including rebranding, interactive, interior design and media strategies.

What a year! The economy is sagging, everyone is downsizing and budgets shrunk. I was never one to just go with the flow and I’m not about to start. We have won 2 new accounts, will be adding team members and the fun is just beginning. One account I can’t elaborate on yet, but when I’m able to make an announcement it will be big. I get to do what I do best, change the perception of an entire industry! I can’t wait! The other account we won is RCTV a telenovela company. They produce the worlds top rated telenovelas and distribute them worldwide. We just recently completed a brochure, DVD cover, posters and banners for a new telenovela and are getting ready to start on their corporate brochure. Fun stuff! Stay tuned, I will keep you posted…

Take a sneek peek at FRED.’s work. While we finish the site you can see some of the award-winning work to come from our agency. Fill out the registration form on the site to be notified when there’s more to see.
www.fredagency.com

From one came two. The recent split of multiple-Addy-winning ad shop Soffer Adkins has created a pair of agencies claiming to be nothing like their former selves – or any other agency in town.

Fred Adkins, formerly owner and executive creative director with the Fort Lauderdale-based agency, has created Fred. The brand strategy, design and interactive agency has landed such new clients as TheRockefeller Group and Madrid’s Grupo Mall.

Adkins likens his new agency to other brands and firms that have gone with catchy, one-word names: English ad shop Mother or United Airlines sister carrier Ted.

“I wanted to be a little bit different,” said Adkins, whose agency is based in the Exchange Lofts in Fort Lauderdale. “Our agency personifies the person. Everyone here is ‘Fred.’”

For the past seven years, Soffer Adkins made its name in the hospitality and real estate industry, but its wins in the Advertising Federation of Greater Fort Lauderdale’s most recent Addy Awards reflected far more diversity. The agency won gold awards for retailer Havana Nines, Heineken, the ProPilates studio in Fort Lauderdale, Store Fine Storage in Palm Beach Gardens, The Exchange Lofts and a promotional piece for Soffer Adkins. The agency also won silver awards for Floresta development in Dania Beach; interior design shop SW3 Design in Fort Lauderdale; and the Gary Hall Jr. Foundation, named for the Olympic swimmer.

Adkins still serves retail and development. Rockefeller is a private real estate firm based in New York City. Started by John D. Rockefeller with Rockefeller Center as its marquee property, today it includes some $2 billion in development projects, Adkins said. Grupo Mall is a resort and development company with offices throughout Europe, Latin America and the U.S. Other clients include Marriott International, Finotex textiles and Cantor Partners real estate development in St. Petersburg.