StrawberryFrog, the New York ad agency that bills itself as the pioneer of “Movement Thinking” (a term that it has trademarked), has unveiled a new transformation company dubbed Inplural.  

The new firm is being positioned as one that will “redefine the integration of brand purpose with company culture through the design of innovative products and services.” 

It is also said to be founded on the belief that “true innovation is inherently “pluralistic,” a system based on diversity of people, experiences, and thought processes, and deeply rooted in purpose.” 

Inplural will assemble interdisciplinary teams for each client. The teams may consist, for instance, of psychologists, creative technologists, entrepreneurs, cultural forecasters, product managers, and artists. The idea is to ensure an effective approach to approach to problem-solving.  

SF has tapped Daniel Gomez Seidel to be principal and managing director of Inplural. Previously he was senior director, transformation strategy at SF. Earlier he was senior manager, design strategy and research at Capital One.   

“At Inplural, our mission is to convert purpose into practice. We aim to facilitate not just innovation but meaningful cultural change that truthfully represents the essence of our client organizations'' Gomez Seidel said. 

 “Clients can’t accept incremental improvements in their marketing and creative processes; they need to embed their unique values and ideas into every aspect of their operation, from product development to the wider culture inside and outside their offices and workplaces,” stated SF founder Scott Goodson. The new firm is design to fulfill those needs, he added.