APCO Worldwide + StrawberryFrog to Bring New Global Communication Model to Major Brands

APCO expands creative resources with majority-stake investment

StrawberryFrog advances international growth goals

Washington, D.C. (February 16, 2012) – Award-winning global communication consultancy APCO Worldwide has acquired a majority interest in movement-marketing agency StrawberryFrog, APCO Founder and CEO Margery Kraus announced today. The investment will pair APCO’s international stakeholder-engagement and business-strategy expertise with StrawberryFrog’s skill in creating innovative cultural movements, accelerating a shared vision to provide communication counsel and execution to some of the world’s most iconic brands.

“Clients understand that persuasion today requires finding points of shared interest and then launching campaigns that connect emotionally, whether they are marketing products, enhancing reputation or advocating on issues,” said Kraus. “StrawberryFrog’s focus on movements is incredibly relevant for clients today and in the future, and it aligns perfectly with APCO’s approach to stakeholder engagement. We believe this partnership is a breakthrough idea, and we are thrilled to have found a talented team with impressive leadership, a legacy of strategic and creative excellence, high-caliber
clients and a wonderful business trajectory.”

“We have an ambition to be more active on the global stage and doing it differently than other agency networks,” said Scott Goodson, StrawberryFrog chairman and co-founder. “We’ve had many suitors over the years, but we found in APCO an incredible meeting of minds and vision. APCO’s independent spirit and global pedigree is a strong cultural and strategic fit with StrawberryFrog. We know this will offer an opportunity to further power our philosophy of cultural movements as we move forward.”

Launched in 1999, StrawberryFrog will maintain its own culture, brand, creative independence and management, including Goodson, Chief Creative Officer Kevin McKeon and Co-Founder Karin Drakenberg, who lead a team well-known for conceiving innovative campaigns for many of the world’s strongest brands.

“The StrawberryFrog difference has always been our culture and unique ‘challenger’ mindset – our little red frog symbolizes our efforts to challenge the dinosaurs of our industry,” said Goodson. “We believe creativity and a commitment to movement marketing is what enables companies to outperform competitors and redefine their categories. We are taking the leap with APCO because they fundamentally understand and respect our philosophy and are dedicated to helping our culture thrive globally.”

Leveraging APCO’s international client portfolio and network, the company plans to use this investment as a springboard to strengthen and expand its global presence. APCO and StrawberryFrog will each continue to serve their own clients while looking to collaborate in new ways that bring next-generation thinking to their diverse client portfolios. Along with its core creative and digital businesses StudioAPCO® and APCO Online®, APCO will bring to bear its proprietary research models and presence in 32 global markets.

Said Kraus: “The world is changing, and so are the needs of clients. Stakeholders are interacting with brands in new and complex ways, wielding real power and measurable influence while significantly raising expectations for companies. Throughout APCO’s 28-year history, we’ve worked to understand the relationships between people, companies and society. Just as we’ve built a leading reputation for helping clients create lasting engagement with diverse stakeholder audiences, StrawberryFrog has developed a proven, innovative movement-marketing approach, which has become an emerging new trend in marketing in the United States and around the world. Together, we can deliver remarkable results.”

StrawberryFrog is known for its global brand-building work for Heineken. Last December, TIME magazine selected StrawberryFrog’s Jim Beam “Bold Choices” advertising as one of the top 10 TV ads of 2011. Other recent award-winning efforts include innovative digital work for Pampers, iPad/iPhone apps for P&G’s “Hello Baby” and acclaimed work for Sabra, Mahindra of India, and The-Girl-Store.org for Nanhi Kali.

For more information, please visit LeaptoWhatsNext.com

For further information please contact
Elizabeth Wolf | APCO Worldwide
202.778.1470 | ewolf@apcoworldwide.com

About StrawberryFrog
StrawberryFrog, the world’s first cultural-movement agency, is an independent advertising firm. Launched in 1999, the agency has created award-winning work for Emirates, BlackBerry, Frito-Lay, Google, Pampers, PepsiCo, Heineken, Microsoft, Mitsubishi, Morgan Stanley and Onitsuka Tiger. More information is available
at www.strawberryfrog.com www.facebook.com/strawberryfrog

About APCO Worldwide
Founded in 1984, APCO Worldwide is an award-winning, independently owned
global communication, stakeholder-engagement and business-strategy firm with
offices in major cities throughout the Americas, Europe, the Middle East, Africa and
Asia. APCO clients include corporations and governments; industry associations
and nonprofit organizations; and six of the top 10 companies on the Fortune 500.
The firm is a majority women-owned business. For more information, please visit
www.apcoworldwide.com

Who’s Profiting From The Occupy Wall Street Movement?

+ Comment now

Whether OWS will ultimately have an impact on the issue of income inequality is hard to say. But one thing it has already achieved is to awaken in people to the power of movements. I believe many who’ve watched what transpired in Zucotti Park can’t help wondering, How can I be part of something like that? Or, Could I possibly help start something like that, based around an issue that matters deeply to me?

Among those asking this question will be activists, educators, politicians, community leaders, tech innovators, artists, concerned citizens—and business people.

That last group may seem out of place at the march. What does business have to do with movements? Aren’t movements such as OWS against business? Aren’t movements supposed to be about noble causes and higher purposes—as opposed to selling stuff?

Those are great questions that I’ll tackle in my upcoming book. I expect that when I’m done, some will still feel that business has no business getting involved with movements.

But here’s what I think. Movements—at least, the kind of movements that gather around positive, creative, dynamic ideas—can help build a better, fairer, more sustainable, and more interesting world.

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Sometimes you can cross the line. It is matter of taste. When brands seem to be capitalizing where they should not be they may face a huge backlash. For example, on Friday, as I jaunted past the Body Shop enroute to Grand Central, I heard the store clerks bellowing out “Occupy Body Shop and get a 20% discount”. The place was hoping with styling and profiling execs and upwardly mobile office managers. Most of them leaving with socially acceptable cosmetics under the feel-good vibe of somehow being connected to the movement happening several blocks downtown. Outside others looked on in disgust at the frenzy inside.

I proceeded down Lexington, entered a packed terminal and hopped the train for home. Once onboard I checked out my 360 News App and read on Business Insider that Jay-Z plans a line of street wear, namely a T-Shirt blazoned with “Occupy All Streets” for profit through his Rocawear clothing line on sale now on his website. Business Insider said there were no plans to distribute any of the money generated from this to Occupy Wall Street Movement. Since this Insider post appeared rumors on the web suggest Jay-Z may be abandoning this idea after a major backlash of social media criticism.

 imageThere are surely others out there planning to market to and capitalize off the 99% like Daryl K who framed their sale after OWS (pictured here). And, most likely, over the coming days and months ahead many more will try the same. Perhaps a socially minded bedding company can market a line of comforters that when you buy one, another keep warm duvet will be donated to the activists chilling down in Zucotti Park.

Which brings me to one last point, aligning with a movement on the rise is in itself not necessarily wrong. It’s how you do it. Tom Shoes for example sells shoes and makes a profit, but in the process he helps impoverished children who have nothing to wear. In the end movement marketing gets results, but it’s got to have taste, authenticity and help to make a difference.

Scott Goodson is founder of cultural movement agency StrawberryFrog and frequent writer for Forbes and the HBR Blog. His first book Uprising will be published by McGraw Hill soon.

Twitter to the rescue?

By Allison Kennedy, Social Media Strategist

“Don’t you know, social networking solves everything?” says a commenter on facebook in reply to an initiative created by BBH interns to help raise awareness by giving 4 homeless men in New York City pre-paid cellphones and access to Twitter.  Judging by this user’s additional comments, it is clear his first rhetorical question should have included “[insert eye roll here].”

Up until recently, I would have been right there with him – until I realized the power that social networks can actually harness, and the real change they can actually bring about.

From the streets in Cairo, where protestors graciously thanked facebook for existing as a platform to start their revolution, to the streets in New York, social media has become a force to be reckoned with.  But what does it take for social media to ignite and sustain a movement?

Just like other forms of technology, social media needs to be constantly evolving – sending an e-vite or creating a cause page is no longer sufficient.   To break through the clutter, those using social media as a channel need to be constantly changing their approach to disrupt our usual behaviors, and give us a reason to take notice.

I had the opportunity to speak with the BBH team that developed Underheard in NY, the project that gave 4 homeless men pre-paid cellphones to allow them to tweet their stories and day-to-day thoughts.  Rosemary Melchior, Robert Weeks and Willy Wang were issued the challenge to do something good, famously, which Melchior and her team interpreted as, “make people listen.”

The great thing about Twitter is there are such low barriers to enter since you can use it on a prepaid cellphone; you don’t have to have a computer.  And that’s it; your voice is out there – [Twitter is the] most accessible platform out there.

[…] We didn’t ask for anything but to have people [follow and] retweet them.  People decided that wasn’t enough – they wanted to help out in other ways. Social media makes these communities possible. (Weeks)

When asked about the criticism that the approximate $1,000 in funding could have gone to more conventional use, Zac Sax, creative at BBH, explained that this concern “initially came up when project launched.”  Since then, Sax says, “the community [we’ve built] has come to these guys’ aid.  As much as you can help someone in the short term with these [traditional] resources, having an entire community upwards of 4,000 people [has proven] far more valuable.”

The Underheard in NY team is not alone in their quest to bring about change in a unique way.  BBH interns, Jana Heiss, Caroline Chambers and Lisa Taber are tackling the same do something good, famously challenge by championing social media to raise awareness for breast cancer prevention and early detection. 

“We knew that this is a saturated market, and wanted to take a unique approach,” Taber says.  Man Cans 2011 is doing so by targeting men in their 20s and 30s, a demographic that has not traditionally been given a reason or opportunity to interact with breast cancer, by asking them to consider “a world without woman’s boobs.”

Using humor and digital platforms to connect to their demo, Man Cans is creating a calendar that depicts “iconic boob moments” featuring (you guessed it), men.  The calendar, which the team hopes will spread online, will be distributed as a monthly physical reminder for men to share responsibility for the breast health of the women in their lives.

This message wouldn’t have been as effective if executed on a t-shirt or as a walk, Taber tells me.  It had to be done in a way young men could feel comfortable interacting with and sharing the subject matter.

From protests abroad, to local and national awareness campaigns, social media is leveling the playing field.  It is not giving people a voice, as some have suggested – social media is making everyone’s voice equal and accessible.  And if used the right way, it is amplified and brought to the ears of people who wouldn’t otherwise be listening.

Wael Ghonim, the activist who became a symbol of the Egyptian revolution said after Hosni Mubarak stepped down, “I’ve always said that if you want to liberate a society just give them the Internet.”

To the facebook commenter who originally got me thinking about this – no, I didn’t know that social networking solves everything.  At least I hadn’t thought so before, but I do believe (to a certain degree) it’s possible now.

For more information on these initiatives, check out:

 UnderheardinNewYork.com   and follow:  Twitter.com/underheardinNY

To be a part of the Man Cans 2011 calendar (shooting in NYC on Saturday, Feb 26 – act quickly!) or to get your copy once it’s done, please visit: Mancans2011.tumblr.com

What Is Your Brand Against?

By Scott Goodson, Chairman of StrawberryFrog

Originally published in the Harvard Business Review


Companies understand that to be successful they and their brands need to stand for something. This results in bold and principled declarations to the world: “At Acme Amalgamated, we’re committed to X. We believe in Y. We care passionately about Z.” Unfortunately, in the end, it all starts to sound like generic ad-speak.

Here’s a modest suggestion: If you really want to show the world what you believe in and stand for, how about telling us what you stand against?

Recently, my agency StrawberryFrog launched a new campaign for smart car that was rooted in this kind of oppositional thinking. We understood that the smart car brand stands for some pretty good things: efficiency, economy, reduced environmental footprint. But put way, it sounds rather dull and predictable.

By defining instead what smart is against — over-consumption, excess, thoughtless behavior — we began to craft a statement with more of an edge. As we boiled down the idea some more, what emerged was a simple yet powerful declaration of principle, stating that we are “against dumb.” It felt a little more gutsy and provocative than your typical ad line, which may be why the campaign immediately drew press attention. At the same time, by giving customers something to rail against (everything from gas-guzzlers to oversized Venti lattes), the campaign created a vocal community of smart car advocates. In a short period of time, the brand more than quadrupled its audience.

Marketers may be reluctant to take a stand against anything because it can feel controversial or divisive. But the truth is, some of the boldest marketers have been doing this kind of thing successfully for quite a while. Think of Apple, which in its early days came out strongly against conformity and the “Big Brother” world of computing (represented then as now by the larger, more conservative IBM). Later, fashion brands such as Diesel railed against all kinds of establishment views; in its ads during the 1990s, Diesel even seemed to be against advertising itself, which resonated well with its youthful, independent-minded customers.

The marketing writer Adam Morgan has said that brands sometimes need to create “fake monsters,” so that everyone (meaning all your potential customers) will come together to fight the monster and save the village. But I would amend that to say the monsters aren’t or shouldn’t be fake — they ought to be based in real concerns and issues in today’s world.

Wherever there’s a possibility for improvement, you can speak out against entrenched ways or status quo attitudes. Or you can defend tradition by taking on trendy new attitudes and behaviors. Either way, there’s no shortage of things worth taking a stand against. Just be sure that the cultural values and behaviors you take on do indeed run counter to your brand philosophy. These can be matters large or small, serious or playful. A campaign we once did for IKEA took a stand against being a “gray mouse” (which is to say being timid and safe in one’s choices). A more recent one, for Sabra hummus, directly challenged the bland, unadventurous eating habits of many Americans.

One caveat: Don’t simply take a stand “against” your competition. You may hate your competitor’s guts, but nobody else cares; the outside world is looking for you to take on something more meaningful and interesting.

Defining what your company is against has longer-term benefits than a compelling ad campaign. Thanks to social media, more companies now understand that consumers want to participate in a real conversation with brands. To make this conversation (or any conversation) work, there must be an honest exchange of views. A big part of that is for both sides to be willing to say, “I’m for this” and “I’m against that.”

And if you want to expand that conversation so that it becomes a cultural movement built around your brand — which is something that all marketers should be striving for today — then you need to give that movement a sense of purpose and action. The truth is, it’s often easier to rally people against something than for something. Just think of some of the most successful social and political movements through history — up to and including the current Tea Party movement. More often than not, these movements start with people protesting against or saying “no” to something.

Which is not to suggest that your campaign, or the movement you’re trying to lead, should amount to one big gripe-fest. The conversation you have with the public may start by pointing out something wrong, but ought to move beyond that to offer better alternatives, ideas, and actions you can help people take. If you can do that, it’s possible to transform negative energy into a positive force — both for your customers and for your brand.

The Movement is the Medium

Originally published in Forbes

By Scott Goodson, Chairman of StrawberryFrog

There’s a movement gathering steam in the marketing world right now and, funnily enough, it has to do with… movements.

Large marketers like Procter & Gamble and PepsiCo recently have begun to shift some of their marketing focus to try to find ways to connect with cultural movements that are happening around the country and all over the world. Companies based outside the US, such as India’s fast-rising Mahindra Group, are also picking up on this trend. These companies are developing strategies and campaigns that are designed to go way beyond traditional advertising in terms of connecting with groups of people and their particular passions. The approach usually involves trying to identify an idea that is important to people, one that is on the rise in culture and that folks are uniting and gathering around. Then the company or brand must figure out how to be an authentic part of the movement as it grows and builds (usually from a grassroots level) around that particular idea.

Case in point: Last week the smart (car) sparked a new Cultural Movement “Against Dumb”, inspiring millions of Americans to fight against mindless over consumption.

In the past few years, I’ve become convinced that this type of “movement marketing” is the new way forward for anyone trying to gain market share and earn customer loyalty. Beyond that, I think it can provide a way for business to connect more deeply with culture, address social issues, get close to customers and their deepest interests, and maybe even be part of something worthwhile and important.

All of this probably raises a few questions, such as: How exactly do you define a “cultural movement?” And considering that people have been starting movements of one kind or another for eons, why should this suddenly be relevant to business now? And by the way, aren’t popular uprisings and groundswells things that happen spontaneously—separate from the realm of business? Aren’t they beyond our influence or control?

Let me start with the basic definition of cultural movements, at least as I use the term. It involves a likeminded group of people banding together around a shared idea or passion, and usually trying to bring about some type of change. The do-it-yourself crafties who belong to Etsy are part of a movement. The purists who are devoted to Apple and try to get all their friends to switch from PCs? They’re part of a movement. So are the people protecting animals in various ways. Or those who are pushing for open innovation. Or Christian rockers. Or Tea Partiers. Or those quirky “Steam-punk” people who dress in Victorian garb but love modern gadgetry. And the list goes on: For almost every passion you can think of there is a movement.

And while the notion of people forming movements is not new, this proliferation of mini-movements is something new—fueled by changes in media. The Internet, and in particular the rise of social media such as Facebook, Twitter and Foursquare, has made it incredibly easy to find and connect with likeminded souls. And this same technology makes it possible for a group, once formed, to organize, plan, and take action.

But there are also social reasons why movements are on the rise. While people are more connected in one sense, they’re also more disconnected—from neighbors and from the some of the traditional community hubs of yesteryear. Moreover, people seem to be looking for meaning and purpose in a world that has become increasingly turbulent and unsettling. Bob Johansen, one of the top brains at the Institute for the Future think-tank, predicts that as the world continues to get more volatile and complex in the years ahead, “we can expect movements to become increasingly important.”

As to the notion that movements happen spontaneously and that business has no role to play in them, it’s true and it isn’t. Movements definitely can be sparked or encouraged. My agency StrawberryFrog has been involved in starting a number of them in the recent past: For example, for Pfizer, we quietly seeded a “Boomer Coalition” movement that rallied Baby Boomers around fighting cardiovascular disease. We’ve done other movements for everything Frito-Lay snack foods to Pampers diapers.

The key for marketers who want to ride this wave is that they have to stop talking about themselves and their products, and start listening to what people are talking about and are passionate about. When you identify that big idea you want to align your brand with, it should be one that fits your corporate identity and values—an idea you can really believe in without being phony about it. Anand Mahindra, who heads the Mahindra Group and has started using movement marketing for various products, says: “I think if you’re going to tap into a movement, you need authenticity—you are either credible as a member and standard bearer of that movement, or you’re not.”

You also have to figure out what people need to really make that movement go—and help provide it for them. That may involve curating culture for them, providing content and/or expertise, or perhaps giving them a platform where they can more easily organize and build a community. This new model of marketing is primarily built around listening, sharing, facilitating: If you do that, people will trust you enough to let you be a part of their cultural movement.

And when that happens, your brand will have earned the kind of respect and credibility with these people that advertising just can’t get you. Your message will be shared among people who trust and listen to one another a lot more than they trust commercials. This is why I believe that increasingly, in the future, the movement will be the medium.

StrawberryFrog imports Allen from TED

StrawberryFrog has hired William Allen from TED to be its Director of Cultural Development, which is a new position in the independent global agency.

william

Allen, currently Senior Manager, Global Partnerships at TED, will head up a new department focused on implementing Cultural Movement programs inside organizations.

"Allen has been called one of TED’s brightest young stars," says StrawberryFrog founder and Chairman Scott Goodson. "This is incredibly exciting to us as Allen has built some of the most influential partnerships at TED, an organization we admire, and he’s got an innovative digital agency background that will influence the direction our agency will take for years to come.  He also possesses a great sense of humor, which is perhaps of equal value. The moment we met William, we knew he was the guy to lead Cultural Movements internally for our clients.  Allen will lead a new space within StrawberyFrog specifically aimed at creating Cultural Programs within organizations, to deliver Culture Movement strategies from the inside out. William is the kind of person who can help change a whole business, and we want him to do it at StrawberryFrog for our clients."

"I am thrilled to be joining a global agency that is creating movements for clients, and already implementing these strategies so effectively with its existing clients," says William. "What I have learned at TED is that storytelling, both inside and out of an organization, is critical as movements usurp advertising in the age of authenticity."

About StrawberryFrog
StrawberryFrog is the world’s first cultural movement agency. Our cultural movements identify a unifying, universal cultural trend and then build galvanizing marketing communications around that trend, transforming target consumers into brand advocates while also building widespread brand awareness. StrawberryFrog’s client roster includes blue chip brands such as P&G, Pampers, Pepsico, Smart Car, Quaker, Emirates Airline, Mahindra, Sabra, Jim Beam, Liberty Mutual, Heineken.

Belong:

www.facebook.com/StrawberryFrog

Marketers Hope Cultural Movements Build Cult Brands

From Forbes today:

By Melanie Wells

A few years back shoe designer Manolo Blahnik, pausing to consider the craze over his expensive designer footwear, confessed to me: “Sometimes I’m not able to understand all this madness and love.”

I spoke to Blahnik for a cover story I was writing for Forbes about cult brands. For that same story I spent time with Mazda Miata fanatics and chatted with mild-mannered executives who took on Harley-Davidson’s hell-raising image on weekends. Then, as now, there were many Apple enthusiasts to interview. But then, unlike now, most companies didn’t set out to attract cult-like followings. The cult thing happened most often when brands attracted fans and followers because of a basic baked-in promise.

Today, companies are trying to create die-hard fans and followers by harnessing or engineering cultural movements. PepsiCo wants to appeal to entrepreneurial do-gooders with its Pepsi Refesh effort. Kimberly Clark wants to take the stigma out of menstruation in honest ads for its feminine hygiene products. Clif Bar & Co., which markets its snack bars to outdoorsy, environmentally minded outdoorsy people donates money to wind farms, powers vans with biodiesel and encourages employees to volunteer for good causes.

Scott Goodson, the founder and chairman of ad shop StrawberryFrog says there will be many more “cultural movement marketing” efforts to come. He happens to think that connecting with consumers who are passionate about recycling, cleaning up the ocean, fighting a disease or something else is a powerful way for companies to entice them into becoming brand fans.

“The approach usually involves trying to identify an idea on the rise in culture, that is important to people and that folks are uniting and gathering around. Then the company or brand must figure out how to be an authentic part of the movement as it grows and builds, usually from a grassroots level, around that particular idea,” says Goodson, whose independent agency is working on a cultural movement effort for Emirates Airline. 

Goodson’s agency created a campaign for Frito-Lay’s True North snacks that included ads and Web videos featuring Baby Boomers finding their passions in life. For Pfizer, the agency quietly created a movement that encouraged people to join in to raise awareness of and fight cardiovascular disease.

Social media tools, fragmented media, and a need for disconnected people to find meaning in an increasingly turbulent and unsettling world guarantees more such movement campaigns, says Goodson.


Can movement marketing really move the needle when it comes to sales?

“The key for marketers who want to ride this wave is that they have to stop talking about themselves and their products and start listening to what people are talking about and are passionate about,” Goodson says. “When you identify that big idea you want to align your brand with, it should be one that fits your corporate identity and values—an idea you can believe in without being phony about it.”

What do you think? Can efforts like these contribute to the kind of enduring brand lust that keeps Apple and Harley fans addicted?

http://blogs.forbes.com/melaniewells/2010/10/26/marketing-cult-brands-apple-harley-social-media-strawberry-frog-movements/

Why StrawberryFrog created “Movement Marketing”

image

Hello! Welcome. Thanks for scanning and joining us here. We hope you’re comfortable, fully inspired by the idea that a brand can identify, curate, lead or sponsor a MASSive movement. We’d love for you to belong to this movement for “Movement Marketing, because it’s not fair and it’s not right that brands should still be regulated to traditional thinking and old fashioned advertising. 

We have been creating movements for brands since we started StrawberryFrog back in 1999. It’s been a long road and we’ve learnt a thing or two about sparking movements along the way. Naturally as you’d expect, all of this learning has sharpened our way of doing movements faster, better and smarter - with a heck of a lot more fun in the mix!

Movements represent the future of advertising — because increasingly, “the movement is going to be the medium”! Movements are going to be the ideal platform — not TV, not online ads, etc — for reaching people in an environment that is authentic and effective, and that gets people to carry your message for you.

Big companies are starting to figure this out. We’ve created lots of Cultural Movements of our own for our clients over the years.

But “Movement Marketing” is never easy, you need a culture inside your agency that understands how to identify and activate a movement to turn marketing into a sustainable endeavor instead of a traditional advertising campaign. 

"Movement Marketing" requires a radical rethink because it turns many of the old rules of marketing completely upside down. 

-        Instead of being about “the individual” it is about the group;

-        Instead of being about persuading people to believe something, it is about understanding & tapping into what they already believe;

-        Instead of being about selling, it is about sharing;

-        Perhaps most radical of all, it requires advertisers to stop talking about themselves – and to join in a conversation that is about anything and everything but the product.

At the outset of any brand movement, our first task is to identify the idea on the rise in culture. Then the Frogs find those people who present the greatest opportunity to belong.  For them, Cultural Movement works three ways:  1) they’re interested in the offering, 2) their values and the brand’s values are the same, shared values, 3) they are activist about brands that matter to them, spreading the message to others like them.

Brilliant creative ideas connect with people on an intimate, personal level. Then they prompt them to relay that idea to others.  This is turn accelerated the brand’s uptake into the cultural conversation, creating a Cultural Movement.  Once your Cultural Movement begins, great creative ideas leads to the next great ideas, consumer engagement leads to new consumer engagement, and the brand goes from static to kinetic.  Every marketing dollar under a Cultural Movement works harder, faster, and lasts longer.

It’s been said that even one man can move mountains.  With Cultural Movement, even one brand can move the world.

For more information about StrawberryFrog and our “Movement Marketing” model, please email alice@strawberryfrog.com