Goafest: Ad firm StrawberryFrog coming to India says founder Scott Goodson
07 Apr 2008
Goa: ''In a world of dinosaurs, its good to be a frog,'' asserts Scott Goodson, founder CEO of Strawberry Frog, planning a foray into India's advertising market by 2009.
''The general perception is that to be successful (as an advertising agency) you have to be a very large and very sophisticated organisation (dinosaur). The truth is that there is an alternative and clients around the world are looking for them. Frog is an alternative,'' said Goodson, while speaking at GoaFest 2008.
Looking at the future of advertising, he says, ''The future of advertising is going to be more about the 'idea' and less about execution. Execution is becoming like a commodity for which there will many that can deliver. The value will lie in the creative.''
Describing StawberryFrog as an independent, smart and agile agency, which uses ingenuity rather than size to outwit the dinosaurs, Goodson says, ''we can stay one hop ahead.''
The method the Frog uses is that instead of starting with the product, a cultural movement is started. The idea is planted in society and communities that believe in the idea are formed. The communities are then provided with tools to amplify their philosophy and then mass media to popularise it.
An important aspect of the frog tools is the Internet, which is not popular in India as yet. But Goodson believes that both Internet as well as India are the future and though they have not found each other, he plans to work towards both and the connect between them.
