This relaunch of TrueNorth Snacks, with an inviting cloud structure that allows visitors to browse in a unique way, is home to thousands of user-submitted stories. StrawberryFrog's latest efforts. More here >>>
It's two years ago today, Alexander taught a band to play, they've been going at it in style, and there guaranteed to raise a smile, so may I introduce to you, the act you've known for the past two years.....let me take you down, cause I'm going to StrawberryFrog. Brazil is real...and nothing to get hung about, StrawberryFrog forever, StrawberryFrog forever, StrawberryFrog forever.
Ok, ok...Sorry about mashing up the meta-Beetles-lyrics but it's for good reason: SF Brazil is two years today. You build the best global micro agency network in the world by focusing on the parts of its sum, the details and the people who really make it all happen.
When Peralta opened StrawberryFrog's doors in Sao Paulo it was an unusual strategy in a sea of traditional corporate and legacy agencies. "Frog vs. Dinosaur" the agency's motto, its logo – the red/blue StrawberryFrog – suggests that it stands apart from the rest, the status quo. Peralta ensures the agency keeps evolving and challenging, being responsive to consumers’ needs. This has inspired brands like Quaker, Pepsico, Natura Brasil to hand the agency accounts. The agency's challenger spirit and focus on innovation on all platforms is especially relevant to clients during economic volatility but also during the current media revolution underway.
In Brazil StrawberryFrog is the result of two years of vision, hard work, huge efforts, but a lot of fun and happiness. Peralta, Cris, their family, Patricia, Jiro and all the Frogs in Brazil have made something very very special. Their work for brands across all of Latin American is impressive in comparison the the legacy corporate agencies. The Brazilian Frogs do it smarter and better and with a lot more fun.
Brazil, like India is set for incredible growth on the world stage over the next few years. There is incredible talent and a global ambition to be the world's best. Companies in Brazil are itching to breakout of the market to establish themselves rightfully alongside brands and companies that have dominated global markets for a long time. The world has changed and there is incredible opportunity for Brazilian and Latin American brands in the US, Europe and Asian markets.
I'm awfully proud of our Frog friends in Sao Paulo and evermore excited about the future. Our Brazilian Frogs are inspiring and brilliant, delivering strategic and creative excellence and innovation, with never ending positive energy.
Enjoy these pictures from today's anniversary party.
Sophie Kelly of StrawberryFrog wrote this piece about how to build a global brand in the new world order when everything is changing. Well worth the read.
So, you're a domestic brand that has decided to go global, or, a brand with presence in more markets than you know what to do with. Now what?
You can tackle a global marketing and communications campaign in a variety of ways. The key to knowing what's right for you is to evaluate, clarify and gain alignment on what is meant by "global." What is the opportunity or problem you're trying to harness or solve, and how are you going to structure and resource the team and organization to deliver?
The first step is identifying the centralized resources responsible for uncovering a common meaning for the brand and accountable for driving the process internationally. The centralized team should have representation in the key regions that will be implementing the program. This tight collective of people holds the insights and are responsible for the business in key markets. And because a diversity of skill sets builds the most arresting and relevant cultural movement idea for the brand, the team should include marketers, brand planners, communication planners, research partners and business consultants.
Make sure that the roles are clear throughout the process. Everyone involved must have total clarity and alignment around their involvement, contribution and expected deliverables. This results in a great sense of collaboration, respect and empowerment.
Next, there are four key stages and stakeholders to consider:
Inputers: People within the organization assigned to gather the critical information on the brand that will enable a full audit of the understanding of the brand internationally, both to the consumer and business perspectives. It's important to identify people who are capable of providing detailed insights into each region and market that the brand has a presence in or is targeting as a growth opportunity. They should be multi-discipline experts within the organization, agency partners, researchers and communication planning experts.
Developers: The central core team that will do the brand audit, conduct the international research and develop the hypothesis of what the cultural movement idea should be.
Builders: People brought into the process to engage in the idea and champion the thinking both internally and externally. These people are a mixture of clients, experts, consumers and agency partners.
Producers: A combination of the central team and local market teams responsible for taking the thinking and implementing it in the most powerful way.
Additionally, think about specialty partners, or "bringing the outside in," to ensure best-in-class results. The model of having everything under one roof is dated, ineffective and inefficient. Surround yourselves with best-in-practice partners who add expertise and insight to the development of the brand-building idea. Look for partners who provide an innovative, agile approach to finding the answers.
It has never been more important for brands to hold a common global meaning. A brand message for Pepsi in the U.K. has an audience in Manchester as well as Malaysia. Marketers and agency partners need to assemble teams of experts equipped to move with speed, agility and flexibility. Gone are the days of slow, bureaucratic layers and systems for the sake of scale and presence -- they simply cannot keep up.
You must be a team that has a shared agenda, be passionate about uncovering breakthrough and innovative ground for your brand. Enjoy what you are creating and the legacy you will leave behind in consumers' minds and within your organizations. Be accountable for setting an inspiring vision for your brand's meaning worldwide.
It’s 8:30 on a Thursday evening after a 17 hour flight from JFK to Mumbai. The deepest claret Mahindra Sport Utility Vehicle gently purrs by the HQ of one of the biggest Indian automotive companies as we slip into the soft gentle leather interior. This will be our modus operandi for the next four days.
India’s reputation as an extraordinary market for emerging global players is hardly news, though some Indian brands with reputations for legendary quality and heritage are not yet well known.
When it comes to imported cars, Americans know the German brands, the British, Swedish, French, Japanese and Korean brands. But brands made by Indian’s aren’t as well known as yet.
These are interesting times in which we live. It’s times like these where customers wants companies who know how to innovate, know how to build solid products. In many ways the economic dip is driving creativity.
It’s exactly these tools that make the difference in our lives, such as the right car in this most inspiring city. Doing business in India takes an understanding that is quite similar to that of the United States, where the custom for New York is very different from the custom in Washington. The very same is true in India where the formula for Mumbai is equally different from the formula for Delhi.
Sitting in this vehicle is like floating in the center of the Matrix of creativity, image, stability, well-being and business.
After a perfectly delicious sushi at Origami Restaurant whose building overlooks an oasis of greenery and modern living accommodations, the driver opens the car door (I really want to drive myself in Mumbai but I am not permitted for more than a few feet) we get in a travel to the hotel.
Mumbai is a global city. India a rising global star. A year ago when I spoke in Goa at the Indian advertising festival, I was impressed with creative, concepts and the quality of design. India has always looked beyond its borders, more so now than ever. Jaguar and Landrover – two quintessential British brands are now owned by an Indian firm. But it will be Mahindra, the quintessential Indian brand, that will do business in America.
Appropriate to think about on this day when Anand Mahindra has been named Businessman of the year by the Economic Times in India.
If you go back in a talented person's life there is usually more than talent that has helped them succeed. It's not just about talent. A lot of people are talented and a lot of people are intelligent. But navigating the world of opportunity takes something more than talent and intelligence.
More often than not, there is always a mentor, even though the mentor might not be so visible. He or she might not even be thought of as a mentor by the person being mentored. One way or another there is always a mentor who is influential on the development of an artistic person - be they writers, art directors, film makers, digital designers, creative thinkers. Throughout history this has always been the case.
Mentorship is more than teaching someone how to shoot a picture or art direct an advertisement. Who your mentor is will connect you to a network of influential people who can provide invaluable influence and advice when you venture out into your own enterprise. If you would have had the influence of a mentor in the early part of your career path, you would have ended up in a different destination, I am convinced of this.
There are so many examples. Look at mentor Andy Warhol and his student Jean-Michel Basquiat. Look at mentor Gertrude Stein and her young student Ernest Hemingway. And there are many others such as mentor Christian Dior and Yves St. Laurent. Look at Frank Sinatra and mentor Bing Crosby. Mentor and photographer Nick Knight to Craig McDean. Look at Annie Leibovitz and the mentorship of Jan Werner the publisher of Rolling Stone who gave her break and then helped her build her career. Look at Leo Tolstoy mentor to Peter Verigin. Sammy Sampas mentor to Jack Kerouac, Saul Below mentor to Philip Roth and Martin Scorsese mentor to Oliver Stone.
In my case I had the honor and fortune to have in Uli Weisendanger, the "W" and co-founder of TBWA as my mentor and friend at the start of StrawberryFrog in Amsterdam in 1999. In all the time we spent together, it was as much the conversation and friendship as much as it was about the learning and the people who surrounded him. In our relationship, Uli played the father figure and I was happy to learn by his side. He was a tremendous influence, a phenomenal thinker and a good friend. He was always there for input or feedback on questions with oodles or patience and positive energy.
This was a fun interview I did with Uli back about eight years ago here.
The key learning for me is that mentors can have very different roles and influences, and they can influence you at very different times in your life. However, creative talent at its infant stage, the embryonic stage before the leap is undefined, or insecure, fragile or unsure...and a mentor at this stage can provide incredible strength and confidence. A great art director at 25 could have been an amazing film director or digital designer, it all depends on how that creative mind was influenced in the undefined stage. Imagine a situation where the talented person turns out to be a great art director. More often than not, it will be due to some extent on the influence of the mentor.
Mentors also provide another invaluable input - they serve as reference points of success and accomplishment. Reference points about what defines success and achievement. And also reference points about how to get there. You can then judge your own decisions and steps in your career from the people you respect and admire. Some people may serve as your mentor in that they provide an important yardstick against which you can measure yourself.
Ultimately the decisions are yours. But a mentor can help you find your voice and offer some helpful advice and experience, and then your decisions become better and smarter. Here's to the art of mentorship.
These books are front and center on my coffee table at home for inspiration and just to look and relook through the mastery of photography. It's such an incredible art form. These books have had some important space on my desk for some time and never seem to go out of fashion.
The economy seems unusually depressed. I don't mean to trivialize the recession, but I don't understand it. Who does? The economy is crazy. Many people have been hurt by it. Can we ever control it? Crazy times need crazy ideas that help lead to economic recovery. When I developed this global campaign out of our StrawberryFrog offices Amsterdam, during the last economic downturn, this was the crazy mindset. And for one huge corporation based out of France it helped.