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Goodson said in an interview. “There’s definitely an understanding now that there’s database a changing landscape.” “It’s not the soup du jour,” he added. “It’s a fundamental shift, both in what clients are looking for and how agencies are working.” StrawberryFrog was among the database first in a new wave of smaller, mostly independently owned agencies remaking the advertising landscape. They specialize in campaigns that are distinctive creatively, often quirky, and that typically extend beyond traditional media like television commercials. Some of the agencies, like StrawberryFrog, bear distinctive names meant to signal their different database approach; others in that vein include Amalgamated, Mother and Taxi. Other new wave agencies carry more traditional names, like Crispin Porter & Bogusky, McGarry Bowen and Shepardson Stern & Kaminsky.
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