• by Larissa Faw , May 12, 2016

StrawberryFrog New York is strengthening its strategy team with two new hires. Ashley Connors joins as group planning director, a new position reporting to cofounder Scott Goodson. 

Connors will help shape and drive the StrawberryFrog Group’s strategic offer and will oversee a team of six. She will also lead strategy on the SunTrust Bank account and the Orexo account.  

For the past 10 years, Connors was a key part of the strategy team at Narrative New York and before that Arnold Boston. She has worked with clients including Capital One, JCPenney and Under Armour. She also helped launch the character “Flo” as spokesperson and the "Superstore" for Progressive Insurance.  

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."