Scott Goodson is the founding partner of StrawberryFrog, the world’s “Movement” agency, and is among the progressive thinkers in the field of advertising and marketing. He has worked for some of the worlds most iconic brands such as PepsiCo, Google, Heineken, P&G, Starbucks, Smart Car, Scion, Emirates, Frito-Lay and Wal-Mart's Sam's Club.
Contents |
Scott Goodson was born in Montreal, Canada and graduated from the University of Western Ontario in 1985. He has worked in Stockholm, Amsterdam, and New York.
Scott founded StrawberryFrog in Amsterdam in 1999 and later opened offices in New York and São Paulo. Offices in Mumbai are in progress. Scott coined the phrase "Movements" as a new brand building marketing model that begins with an idea on the rise in culture rather than the product itself. He wrote that brands can "identify, crystallize, curate and sponsor movements, accelerating their rise." (see, Movement Marketing)
Scott has described "movements" as combining the populist power of grass-roots movements with the science and discipline of consumer branding. At the outset of any campaign, the first task is to identify the idea on the rise in culture. Then 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.
Scott has spoken at numerous conferences and has served on the jury of Cannes Titanium, One Club and Art Director's Club, among others, and was Chair of Cannes first ever Marketer's medal. Scott has guest lectured at Columbia, Cambridge University, IMD Business School and the University of Stockholm.
Scott has written various articles for major business publications about marketing innovation, and has been interviewed on CNN, CNBC, in the Wall Street Journal and the New York Times.
http://www.strawberryfrog.com
http://www.usatoday.com/money/companies/management/2005-10-09-goodson-profile_x.htm
http://www.huffingtonpost.com/scott-goodson
http://www.reveries.com/reverb/advertising/goodson/index.html
http://www.mediabistro.com/articles/cache/a9897.asp
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=91895 http://www.adweek.com/aw/content_display/community/columns/other-columns/e3i19d596a15ffa6001d7017b00e8cebebe http://www.adweek.com/aw/content_display/community/columns/other-columns/e3id8b4313a40c3bc1103a8ec386dad169c http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135834