Scott Goodson

Scott Goodson (born 20 September 1963) is founder and chairman of StrawberryFrog, a global cultural movement firm and the author of the book UpRising: How to Build Your Brand and Change the World by Sparking Cultural Movements. He has worked with leading worldwide brands, including Ikea, Pfizer, Pepsi, Procter & Gamble, Mitsubishi, Smart, and Microsoft. 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.

Goodson started his advertising career in Stockholm, Sweden, launching Bjorn Borg’s fashion line and is of a group of marketers who emerged from the Swedish advertising industry in the late 1980s and 1990s. His peers include other Swedish creative thinkers who have broken out on the world stage. The inventiveness and visual style of this marketing did much to shape the evolution of contemporary advertising. Goodson and his cofounder 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 Smart Phones, the world leader at the time. “We built the agency around an open-room principle. From this platform emerged speed, friendship, respect and all the important things that are needed to make it happen. Our office is housed in a large open space in the penthouse of a building on Madison Avenue and it allows us to work with a lot of motivation, inspiration and knowledge because it’s all-open and everyone is mixed together. Everyone knows and appreciates each other’s work and if anyone is called away of feeling ill someone can come in and keep the process going,” says Scott Goodson, co-founder of StrawberryFrog.

Goodson was born in Montreal, 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 where he was co-owner of Welinder Advertising.

In 1999, he moved to Amsterdam to found StrawberryFrog with Karin Drakenberg, and later in 2004 the New York office.

He wrote the global movement strategy and motto for Emirates entitled 'Hello Tomorrow' and with those words came an idea, not just for an ad campaign, but for what Goodson has coined a “cultural movement,” in which, through powerful storytelling, words, images, music and film, Emirates Airline would be shown as the catalyst for connecting a new global culture—not a culture of flatbeds, stellar service and in-flight meals but one of shared aspirations, values, enthusiasm and dreams. The power of a movement can change habits and rally millions. Goodson did the same with 'Make History' motto for Jim Beam; and he also wrote the movement strategy and motto 'RISE' for the Mahindra Group.

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