Strawberry Frog Case

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BSNS105 – SEMESTER ONE, 2012 BRIEFING PAPER (10%) & EMAIL (5%): CASE ------------------------------------------------- Due: Thursday 26 April @ 10am Virtual Teams at Strawberry Frog “We’re revolutionising the world of international advertising.” This was a pretty bold goal for a small ad agency that started, with just a few people and a dog in 1999 when Strawberry Frog opened its offices in Amsterdam. Yet for Karin Drackenburg, founding director and current Chief Communications Officer (CCO), the goal was not only ambitious but, she felt, also achievable, or as she said: “Strawberry Frog is dead set on not becoming or being just a local player.” When Strawberry Frog was launched back in 1999 it adopted a business model that aimed to offer full strategic and creative advertising services to international companies without creating a large bureaucracy to support the operations. This pioneering model has worked very well for the company and the Wall Street Journal judged it as one of Europe’s 25 best managed firms in 2002. The same newspaper also ranked Karin as one of Europe’s top businesswomen. What started as a little upstart advertising company has become an award-winning international advertising company in a very short time period. The Key to Strawberry Frog’s approach is its new model of virtual teams. By relying on a web of freelancers around the globe, the agency enjoys a network of talent without all the unnecessary overheads and complexity of permanent work arrangements. The inspiration for this approach came from the film and construction industries. If you look at the film industry, people are essentially ‘free agents’ who move from project to project applying their skills – directing, talent search, costuming, makeup, acting, set design – as needed. And the construction industry has mastered the art of managing multi-skilled teams all working

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