Creativity for Good Is Our Purpose:

To create good work, good impacts for our clients and teammates, and good in society

We introduced the marketing world to Movement Thinking™ over 20 years ago with the launch of Smart Car for Mercedes & Swatch. It was a global movement to reinvent the urban environment.

Today, StrawberryFrog is an independent full-funnel marketing, advertising and design company, creating breakthrough campaigns (we call them Movements) so brands grow, organizations perform and employees change habits.

We put together a new way of working to overcome the gap between purpose-based storytelling, data-led optimizations and business transformation.

Challenging the status quo, StrawberryFrog services iconic clients like Walmart, Truist, Northwell, Woody Creek, LifeBridge Health and has delivered results for P&G, Google, Emirates Airline, SunTrust, Coca Cola and Smart Car from our offices in the Empire State Building.

brand purpose strategy agency information

Meet Our Team: The Frogs

Karin Drakenberg

Co-Founder & COO

Karin runs operations. She was voted by the WSJ as one of the top 25 business women. The woman at the helm, Karin brings her modern, expansive industry experiences to ensure we deliver excellence. Her focus is on curating the best quality teams who deliver the highest quality work, all done with a penchant for Scandinavia efficiency. Originally from Sweden, she started her career at Nike's marketing agency in Sweden and quickly moved to lead the marketing for the country's most distinguished big box retailer. From there, she led the operations for StrawberryFrog as we opened offices in eight countries worldwide, servicing clients as diverse as Emirates Airlines and P&G across 180 territories. She has worked globally for over 20 years, helping lead our firm to build a thriving culture. Her personality can be felt in our walls where she has constantly reminded us that the world needs people with big ideas and big hearts.

ny brand purpose agency coo and co founder

Scott Goodson

Founder & CEO

Scott, based in New York, is the founder and CEO of StrawberryFrog. For 25 years he has helped leaders galvanize people and organizations around shared purpose via 'Movement Thinking' to achieve competitive advantage. He has worked with Google, Emirates Airline, P&G, Truist, Mercedes and Walmart. He has lectured at Harvard Business School and appeared in the NY Times, The FT, and Harvard Business Review. He set out a new competitive advantage, 'Movement Thinking' as a way to activate Purpose to the people who matter in his best-selling book: 'Uprising' by McGraw Hill. The book articulates five tenets of 'Movement Marketing,' illustrated through case studies drawing upon interviews with over 40 global business leaders. His upcoming new book 'Activate Brand Purpose' (March 21) will show how Movement Thinking transforms leaders and companies in the Purpose economy. For speaking opportunities please email

new york brand purpose agency founder and ceo

Chip Walker

Head of Strategy

Chip leads our strategy and research divisions, specializing in Movement Marketing. A skilled team builder with a highly regarded reputation, he worked in collaboration with our CEO, Scott Goodson, to define our Movement Marketing process for company transformations and for marketing to consumers. Chip is well-versed in the Movement strategy discipline with broad expertise in many sectors complemented by the deep and relevant experiences of helping to lead the transformations of Bank of America, Goldman Sachs, and Morgan Stanley. He has also grown significant brand identities for PepsiCo, Jim Beam, and Heineken.

new york brand purpose agency head of strategy

Tyler Deangelo

Executive Creative Director

Tyler is a creative leader who has created world-class creative ideas and commutations with a strong emphasis on innovation, including many "first-ever" campaigns. In a leadership role, he has helped launch Intel's global brand marketing, as well as leading the creative work for Verizon and SunTrust Bank. His distinct approach has produced storytelling that is both entertaining and effective – without looking or feeling like advertising, inspiring consumers and employees alike. Tyler's work has been featured in major news, such as The New York Times, and he has been named as one of the top creatives by CMYK magazine. Work developed directly by Tyler or under his creative leadership has been recognized in almost every industry award show.

 nyc new york brand purpose executive creative director

Shana Bellot

Co-Managing Director

A leader in her field, Shana has a long career history of driving growth and managing the business relationships for many leading companies. Her expertise includes developing integrated communications and marketing campaigns for high profile brands and organizations. Most recently, Shana led the development of the Movement Inside and Movement Outside campaigns for LifeBridge Health as well as the brand-fueled Movement Marketing for SunTrust Bank. She developed marketing angles for culturally leading brands such as Samsung and large retailers like The Gap where she helped revitalize the iconic brand. Shana also played an integral role in developing Heineken's branded entertainment strategy as well as launching their Heineken Light brand, creating a new "luxury light" category. Her experience includes leading teams in the development of strategic communications and experiential programs for Norwegian Air, Heineken, and State Farm Insurance.

new york nyc brand purpose agency head of business partnerships

Josh Greenspan

Executive Creative Director

Josh is a highly effective creative leader. He is a digitally-native movement maker with a passion for storytelling and helping brands truly live their purpose. He has created, launched and re-launched global icons through innovative, cross-channel campaigns, and activated culture-defining movements through social, interactive experiences and cutting-edge technology. Josh's unique ability to connect with audiences on a human level and drive positive change has earned him numerous accolades for creativity, communications, and storytelling within advertising and beyond.

nyc new york brand purpose agency executive creative director

Dan Langlitz

Co-Managing Director

Dan is part of the company's management team and brings a depth of experience working with some of the world's most admired companies and brands such as Coca-Cola, Gilette, Nascar and FedEx. Currently he oversees Northwell Health, one of the largest health services organizations in the United States and the Alight Corporation. He has stewarded brands and effective campaigns that have run on major media platforms including the Super Bowl, the Academy Awards, Daytona 500, NBA Finals, and more. Dan has a passion for developing teams and internal culture. He invests in mentorship and training and believes in the development of new generations of people coming into the field. Dan studied advertising at Penn State.

nyc brand purpose agency head of expansion

Liza Haffenberg

Head of Movement Inside

Liza is a Movement maker with a passion for helping companies activate their purpose internally – galvanizing employees to act, change and advocate. She has multi-cultural management experience, growing businesses on three continents for 20+ years. Working in Tokyo, Stockholm and New York, Liza developed marketing and branding for a wide range of global brands. Lately, her focus has been on changing culture and engaging employees inside organizations. Partnering with Walmart, she helped reinvent engagement and communication for 1.5 million employees in the U.S. Liza is a strong believer in developing people-centric solutions, and applying 'Movement Thinking' to create strategies and activations that ignite positive change for employees – and positive results for an organization's bottom line.

nyc new york brand purpose agency head of movement inside

Elizabeth Scordato

Head of Project Management

Currently, Elizabeth (or Liz as we like to call her) leads one of the most highly regarded project management teams in the sector. She brings her aptitudes to StrawberryFrog after years spent leading project management for some of the largest and most complex companies in the world including P&G, Unilever, Coca-Cola, Starwood, Microsoft, Gucci, and Walmart. In addition to Movement Marketing, her expertise includes campaigns in traditional advertising, as well as in digital and email marketing, interfacing with large platforms such as Facebook, Google, and Atos. She spearheaded the Orexo pharmaceutical account, which picked up a Gold Lion at Cannes. An extraordinary team player, Liz brings together top talents to deliver for the most respected companies.

nyc new york brand purpose agency director of project management

Michelle Fogarty

Chief Revenue Officer

Michelle works with senior client leaders who are enthused with organizational transformation, innovation, and culture change but often stuck as to how to make it happen. As CRO of our transformation division, Michelle defines and implements programs that help leaders thrive. Previously, Michelle spent 15 years in management consulting and ad-technology companies helping executives define new business models, improve their organizations and operations to support growth, and launch new ventures in the market. Michelle is an expert in human behavior and performance psychology. She holds a Masters degree in Psychology from NYU, and a Bachelor’s degree in Violin Performance from Mannes College of Music, with a minor in Psychology from Yale University. She’s performed at Carnegie Hall twice.

Nicola Conneally

Chief of Staff

While Nicola's job at StrawberryFrog has allowed her to do many things over the past seven years her main responsibilities have included leading new business development efforts in the UAE, Korea and India, as well as working behind the scenes to manage strategic initiatives and the operational rhythm of the business narratives. New clients, please email

nyc new york brand purpose firm head of business development operations

Jon Zeidner

Finance Director

Jon joined us in 2017 and brings with him over a decade's worth of industry experience and financial expertise. He has had success working at one of the world's largest agencies, where he began his career, and helping smaller agencies refine their financial processes, delivering increased results. He enters every business situation with professionalism and care. Jon has worked with ABInBev, Facebook, Absolut, Adidas, Pepsi, The North Face, Netflix, P&G, Pfizer, GSK, Eli Lilly, and Liberty Mutual Group.

nyc new york brand purpose agency finance director