Karin Drakenberg | Founder & COO at StrawberryFrog

Karin Drakenberg was born in Stockholm, Sweden and grew up shaped by a culture that valued independence, innovation and design—principles that have guided her career at StrawberryFrog. Karin believes that small, empowered teams often outperform larger bureaucracies, a philosophy that has contributed to StrawberryFrog's achievements.

She was awarded by the Wall Street Journal best women in business in 2002, she was educated at Berghs School of Communication and Stockholm University. Karin began her advertising career as an entrepreneur in her own company, then moved to Creative Leader where her passion shone through, earning her awards and recognition.

In 1999, she co-founded StrawberryFrog in Amsterdam with Scott Goodson, creating the world's first “Movement Marketing” agency. After moving to New York in the mid-2000s, she established the agency's headquarters in the Empire State Building, where it continues to collaborate with iconic brands.

"Small, empowered teams often outperform larger bureaucracies—a belief in the transformative power of creativity that remains the guiding presence of our agency." - Karin Drakenberg

For over two decades, Karin has been instrumental in StrawberryFrog's success, fostering a collaborative and inclusive culture while overseeing operation, finance, HR and guiding principles and policies. Though her role has evolved to governance, she remains a guiding presence, upholding the values established at the agency's founding.

She advocates for sustainability and gender equality in the industry, using her position to open doors for others and redefine leadership.

Beyond her career, she takes pride in raising two accomplished sons who embody the resilience, curiosity, and creativity she champions. Integrating martial arts, a capella, nature, and yoga into her life - for Karin, StrawberryFrog is more than a business; it reflects her values and belief in the transformative power of creativity.