National Assignment Is a First for Fareed & Co.

Victorious in ‘Friendly Shootout’ for Motorola’s Hotel Guest Aid
ATLANTA–Fareed & Company, a hospitality industry specialist, was victorious in a “friendly shootout” last week with Yesawich, Pepperdine & Brown of Orlando, Fla., to win its first national account.
The three-year-old Virginia Beach, Va., agency will launch a new hotel and hospitality product line from Motorola’s Wireless Security and Tracking Systems Group.
“This is a turning point for the agency,” said company president John Fareed. “We were exhilarated just being invited to compete against our staunchest competitor, but to win is a huge victory for us.”
Motorola’s new communications device allows hotel guests to contact the front desk if they have difficulties getting into their rooms. The product eliminates the need for guests to return to the lobby.
Fareed & Company will have total marketing responsibility for introducing the product. Naming the device, designing a logo and developing national advertising will be among the agency’s assignments.
Sources close to the process said Motorola’s initial marketing budget for the product introduction is $500,000 but could go higher. Lead agency for Motorola, which is based in Schaumburg, Ill., remains McCann-Erickson in New York.
It was a good week for Fareed & Company, which recently established offices in Miami, Los Angeles and New York. The agency has also acquired three other new advertising accounts, with total billings approaching $1 million.
Two of the accounts are resort properties owned by the Greater Ends of the Rockies management group, which is headquartered in Midway, Utah: The Lodge in Cloudcroft, N.M., and The Homestead in Park City, Utah. Combined annual billings, according to the shop, are just over $500,000. Fareed & Company was also named agency of record for The Virginia Symphony’s $400,000 account.
John Fareed said two proprietary database software programs developed by his agency have been key factors in the shop’s recent account wins as well as its overall growth in the past three years.
The shop’s staff created GuestBank, which develops and maintains an ongoing database of guest histories and future prospects for hospitality clients, and OnsiteInsight, a marketing research product driven by specific industry needs.
–T.W. Siebert