Ashley Connors Joins StrawberryFrog as Group Strategy Director
StrawberryFrog has made yet another world class addition to its strategy group with the appointment Ashley Connors to Group Strategy Director.
Reporting to Founder Scott Goodson, Connors will help shape and drive the StrawberryFrog Group’s strategic offer in the newly created role. In particular she will lead strategy on the award winning SunTrust Bank account and the Gold Lion winning Orexo account. For the past ten years Connors was a key part of the strategy powerhouse at Taxi Advertising and before that Arnold Boston. Highlights include leading the strategy for Capital One, the repositioning of JC Penney, Under Armour, the launch of "Flo" as spokesperson and the "Superstore" for Progressive Insurance, Kraft Foods where she led the rebranding of Maxwell House that spearheaded the coffee brand's recovery. She was also integral in the Gold Effie effectiveness and multi-award winning ‘What's in your Hotdog’ campaign for Applegate Farms. Before this she was key to award winning Truth anti smoking and campaigns for Brown Forman brands which includes Jack Daniels.
“Connors is one of the most innovative strategic thinkers anywhere with a deep understanding of culture and ideas on the rise", says Scott Goodson, Founder of StrawberryFrog. She approaches clients’ business challenges from 360, making the complicated incredibly simple and has a track record of developing truly smart and effective integrated solutions. We are further building our expertise for finance and food/drinks categories and Ashley has proven herself to be one of the preeminent thinkers. Most crucially though she is hard wired to provide the sort of strategic leadership and vision for the evolution of Cultural Movement within the agency and on our key pieces of client businesses."
Connors said the decision to leap to StrawberryFrog was “surprisingly easy”. She said "I'm thrilled to join this amazing Frog team, I've always admired Scott and his thinking around Cultural Movement marketing.”
At the same time, Olga Boyko is joining the agency as senior strategist reporting to Connors. Boyko previously was at MKTG where she served as a brand engagement planner working on Diageo brands.
Both of these executives are part of an evolution for the New York-based agency as it focuses on "cultural movement" marketing rather than the traditional creative concept.
In fact, this point of differentiation is a key reason Connors is joining the shop:. "People are sick of advertising, almost 90% of Americans will actually come out and say they don't like it," says Connors. "Scott and his team aren't interested in making advertising, they're focused on starting real and important conversations that ultimately make a positive difference in people's lives."