For StrawberryFrog, which prides itself as the world’s first ‘cultural movement’ creative agency, now is the perfect time to step into India and take a leap like a frog.
“A frog can leap 60 times its height,” says Scott Goodson, the founder and chairman, as he gives a glimpse into the ambitions of the New York-based advertising agency in the Indian market.
“StrawberryFrog has a culture of collaboration, fun and agility and jugaad.
India is a very important market for a host of international brands. Besides, a lot of Indian brands/companies are globalising and expanding across the world. I think this is just the perfect time to come to India and open an alternative global marketing company,” said Goodson.
To boot, the agency that specialises in devising movement strategies and programmes boasts of high-profile clients such as Mahindra & Mahindra, Google, Microsoft, P&G, Emirates and LG.
Like the world’s rarest poisonous frog after which it is named, StrawberryFrog, too, looks for the most effective poison in its briefs and messages, he said.
Founded in Amsterdam in 1999 by Swede Karin Drakenberg and Scott Goodson, the India operations of StrawberryFrog will be headed by Raj Kamble, who joins the agency as managing partner.
Kamble was earlier with BBH India, the UK-based Bartle Bogle Hegarty (BBH) Network’s local arm. He moved out of BBH India in January this year.
On the agency’s vaunted ‘cultural movement’ strategy, Scott, who recently published the bestseller ‘Uprising’, said, the traditional advertising primarily based on a model of providing marketing messages through television is changing.
“If you have a 16- or 20-year-old daughter or son, you realise there are other channels of communication that are equally important if not more important. In the US, soap operas were created by advertisers of soap because women / mothers would watch it. All those shows disappeared about three years ago because mothers in the US (with an average age of 24) no longer watched television,” said Goodson.
With new media especially digital and internet making a huge impact on the consumer behaviour / perception about a company or a product, Scott said it is very important to tap each and every medium, build a movement through universal messages and create communities that will also connect with products and services being offered.
“A movement marketing strategy is all about finding an idea on a rising culture that is relevant to a wider audience. And once that’s done, you tie that idea back to the brand which then becomes central to that movement. Brands can identify, crystalise, curate, lead and sponsor a mass movement. Once you have a movement, you can do anything in a fragmented media environment,” said Goodson.
StrawberryFrog’s Indian arm is expected to get fully operational by this month.
While the company has hired operational heads, Kamble refrained from sharing details saying, “We have some people on board, but cannot disclose at this stage.”
Goodson said, “We generally work with partners and that’s what we are looking to do in India as well. Many clients have their own relationships so you can either plug into them or if they don’t then we can bring a partner and work with them.”