Presentations
by international speakers are a major attraction at GoaFest,
and this year is no exception. Day one saw Scott Goodson,
Founder & CEO, StrawberryFrog, speaking on how business had
changed in advertising. According to Goodson, “First rule
is anything is possible in the advertising world. StrawberryFrog
started nine years ago as an independent idea led convergence
agency. Value in ideas is important, but execution is even
more important. Clients are going to pay more for innovative
ideas, and they will pay for convergence.”
“The second rule is that innovation is the
new creativity. There are new ways of a brand sustaining the
product. Third rule is that consistency is good, surprise
is even better. We all look for new innovations all the time
as a client,” said Goodson.
He further said, “Cultural movement is our
DNA. We develop strategy for our clients. We build communities
around rising culture. Consumers are given choices regarding
cultural movements. Our process is to create cultural movement.
We align with a powerful idea to define a culture. We create
actions, events, communities to draw people to this idea.
We use mass media. We use the word-of-mouth to build a brand.”
Commenting on how a brand could create global
culture, Goodson remarked, “The cellphone is going to become
the new computer. We have Facebook on cellphones. Online campaigns
are the most popular in the US. Forinstance, the www.antishirt.com
campaign that we did for Microsoft was a huge hit and the
results showed that these days teenagers used the mobile,
G-Chat and the Internet, often simultaneously. StrawberryFrog
does everything that huge clients need and want. We just do
it differently than dinosaurs.”
