Scott Goodson
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Scott Goodson (born 20 September 1963) is the founder of StrawberryFrog, a change management and advertising agency headquartered in New York City focused on activating Purpose inside organizations and out.[1]
He invented the concept of Movement Thinking, an approach that uses the principles of societal movements to activate brand purpose and solve marketing and leadership challenges.[2]
Early life[edit]
Goodson was born in Montreal, Quebec, Canada, and was educated at Bishop's College School in Lennoxville, Quebec. He earned a H.B.A. from Western University in London before moving to Stockholm, Sweden where he was co-owner of Welinder Advertising.[3]
Goodson started his marketing career in Stockholm, Sweden, launching Bjorn Borg’s fashion line and is part of a group of marketers who emerged from the Swedish advertising industry in the late 1980s and 1990s. In 1999, he moved to Amsterdam to found StrawberryFrog with Karin Drakenberg,[4] and later in 2004 the New York office.[5]
Work[edit]
He wrote the motto “Who’s Your Rock?” to introduce Prudential to a new generation. [6]
Goodson did the same with the 'Make History' motto for Jim Beam;[7] and he also wrote the movement strategy and motto 'RISE' for the Mahindra Group.[8]
For SunTrust Bank, Goodson penned the 'onUp' cultural movement about confidence and determination for millions of Americans who feel stuck in financial stress. It launched on Super Bowl 50.[9] By January 2017, over 1 Million people had joined the onUP movement.[10]
Goodson launched a new city for the Government of Dubai, the new 145 km2, the master-planned city developed in partnership with the emirate of Dubai. The city is designed to be a "smart" and sustainable city and a pivotal hub in the global economy.[11] Goodson penned both the name Dubai South and the tagline of the "City of You", with his agency chosen on the back of Goodson's previous work for Emirates Airline’s ‘Hello Tomorrow’ creative idea and EMAAR's Downtown Dubai Centre of Now. His campaign features the work of illustrator Mats Gustafson, who created original watercolor sketches that capture Dubai South’s people-centric approach to city living.[12]
Books[edit]
Goodson is the author of Activate Brand Purpose : How to Harness the Power of Movements to Transform Your Company,” published by Kogan Press. His co-author is Chip Walker.[13] Goodson coins the phrases Movement Thinking and Movement Strategy and lays out the five key building blocks of Movement Thinking in more detail. Building Block 1—The Dissatisfaction. Building Block 2—The Change You Want to See in the World. Building Block 3—The Enemy. Building Block 4—The Stand. Building Block 5—The Action.
Goodson is also the author of Uprising: How to Build a Brand and Change the World by Sparking Cultural Movements.[14][15]
In his book Uprising, he argues that “movement marketing” is the best—and perhaps only—way for companies to connect with consumers in the age of social media, and when done effectively the interaction between companies and consumers can lead to positive social change.[16] In Activate Brand Purpose, Goodson exposes flaws in the prevailing thinking around purpose and provides a new, deeply researched foundation and approach. It focuses on the most challenging part of purpose: how to activate it inside and outside your company, and how to avoid its decay over time.[17]
Personal life[edit]
Goodson is married to Karin Drakenberg and has two sons. He lives in New York.[18]
StrawberryFrog[edit]
StrawberryFrog is a branding and advertising company headquartered in New York City. [19][20] Scott Goodson is the founder and CEO of StrawberryFrog.[21]
Goodson founded StrawberryFrog in Amsterdam in 1999 and later opened offices in New York, Mumbai, Singapore, and São Paulo.[22][23][24]
History[edit]
StrawberryFrog was founded in 1999 by Scott Goodson and Karin Drakenberg moved to Amsterdam in the late 1990s to start StrawberryFrog with the launch of the small two-seat smart car as their founding client along with IKEA and Ericsson smartphones. The company's headquarters is now in New York City.[25]
References[edit]
- ↑ StrawberryFrog Agencies and Purpose The Drum. Retrieved June 2022
- ↑ 2 Minutes With … Scott Goodson, Founder/CEO of StrawberryFrog Muse Magazine. Retrieved August 2021
- ↑ "I have An Idea Scott Goodson". Departures. Retrieved 5 March 2006.
- ↑ "Ad Land Goes Cyber".
- ↑ "StrawberryFrog carts in its 'cultural movement'". DNA. Retrieved 22 November 2012.
- ↑ Prudential Financial reintroduces iconic rock logo to the next generation Campaign. Retrieved July 2021
- ↑ "Jim Beam's First Global Campaign". LBBOnline. Retrieved 14 January 2014.
- ↑ "Mahindra Aims to Rise to New Heights". Forbes. Retrieved 17 January 2011.
- ↑ "StrawberryFrog Sparks 'OnUp Movement' for SunTrust during Super Bowl 50". MediaPost. Retrieved January 26, 2016.
- ↑ "SunTrust's free program on financial well-being tops 1 million participants in a year". Retrieved January 22, 2017.
- ↑ "Dubai South: 'The City Of You'". MediaPost. Retrieved 8 September 2015.
- ↑ "New campaign unveils Dubai South as 'City of You'". CampaignME. Retrieved 7 September 2015.
- ↑ Moving to Movement Thinking Stanford Social Innovation. Retrieved December 2021
- ↑ Branding Social Change Stanford Social Innovation. Retrieved September 2012
- ↑ The List: Bestselling Business Books The Globe and Mail. Retrieved 14 August 2012
- ↑ "Branding Social Change?". Stanford Social Innovation Review.
- ↑ Goodson, Scott (2022-02-04). "How to Start a Successful Purpose-Driven Ad Agency". Inc.com. Retrieved 2022-02-04.
- ↑ "How five sets of agency co-founders found each other". Digiday. 24 February 2016.
- ↑ "StrawberryFrog on agencies and purpose: 'It's no longer acceptable to act independently'". Mediapost. June 2022.
- ↑ Howard, Theresa (10 October 2005). "StrawberryFrog hops to a different drummer". USA Today.
- ↑ "How StrawberryFrog Is Helping Companies Build Movements For Positive Change: An Interview With Scott Goodson". Forbes. 29 July 2020.
- ↑ Hollie Shaw (21 January 2012). "Everybody admires the value of bright young things more than they did a couple of years ago". National Edition.
- ↑ Jagadeesh Krishnamurthy (Nov 21, 2012). "StrawberryFrog leaps to India". Campaign India.
- ↑ "StrawberryFrog opens up shop in Singapore naming MJ Butler founding managing director". Campaign Brief. 16 September 2013.
- ↑ "StrawberryFrog Moves to the Empire State Building, Makes New Hires". www.adweek.com. Retrieved 2018-09-04.
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