Posted April 6, 2010on:
Not delicious. In fact, quite poisonous.
StrawberryFrog’s name is a reflection of its work. It is unique. Named after a small poisonous frog, StrawberryFrog is a small shop, but puts out campaigns that understand global culture and how large brands fit in. The work is a reflection of the Melting Pot that creates it. The following ad for Asics’ Onitsuka Tiger brand shows exactly how the agency understands culture and how this underdog can beat out the agencies with 300 global offices.
Scott Goodson started StrawberryFrog in 1999. StrawberryFrog was born in the age of conglomeration, where profits and size were causing agencies to lose sight of creativity. Goodson opened shop in Amsterdam with the idea of having a small agency with a global perspective and a highly creative team. A second branch opened in New York and by 2005, the offices combined had only 100 employees. StrawberryFrog, however, was able to land big-name clients such as Diet Coke, Old Navy, and Heineken. Today, the agency has four offices in Amsterdam, New York, Sao Paulo, and a new branch in Mumbai.
The main guy is Scott Goodson, a Canadian whose travels led to what has been described as the “United Nations of StrawberryFrog.” The agency hires people from all over the globe, and such decisions are reflected in the ability of a small shop to take on global brands. Goodson held the position of Creative Director at the New York office for many years. Additions to the staff have included Al Kelly of Goodby Silverstein and Partners, and Richard Monture of TBWA/Chiat/Day. Uli Wiesendanger, of TBWA, signed on to partner with Goodson, and brought some more experience to the young agency. Kevin McKeon of Bartle Bogle Hegarty and Heather Fullerton were also partners in StrawberryFrog.
Global Agency (even when it only had one office)
StrawberryFrog strives to instill their brands in culture. They take a big-picture view of the products and brands, calling themselves a “Cultural Movement Agency” rather than an advertising agency. Furthermore, StrawberryFrog works without borders. They specialize in creating brands that are universal. A result of the global identity and staff of StrawberryFrog is that many of their campaigns can translate into many cultures across the globe.
Finally an agency that didn’t name themselves after…themselves. StrawberryFrog was surprisingly not the last name of the founder. The agency was instead named after the Strawberry Poison Dart Frog, and is meant to denote the fun, unique nature of the agency. The name also shows their clear departure from a traditional agency, which is the other thing that makes them unique. StrawberryFrog is a relatively small shop, but has won big clients while up against some of the largest agencies in the world, leading to its underdog mentality. This same dynamic is represented in “frog versus dinosaur,” one of the only things you will find in the “About” section of StrawberryFrog’s website.
StrawberryFrog’s clients include:
Note the global nature of the work. StrawberryFrog makes it clear that they are all about CULTURE in the following ads:
Champions Planet for Heineken
Asics – Japan
Check out: http://www.madeofjapan.com/