Nomads takes over Emirates’ ad brief

StrawberryFrog is no longer the lead agency on Emirates’ global advertising account following the dissolution of the relationship between Scott Goodson and Hans Howarth.

The account will now be handled by Nomads, a new agency formed by the management of StrawberryFrog Amsterdam and MediaCatalyst, which launched last month with the global Emirates ad account among its first clients. The agency is headquartered in Amsterdam.

The new agency was created after a parting of ways between Howarth, the founder of MediaCatalyst and chief executive of StrawberryFrog Amsterdam, and Goodson, the worldwide chairman of StrawberryFrog and co-founder of its Amsterdam operation.

Howarth will lead Nomads as the chief executive, while Goodson remains in the global StrawberryFrog role.

Emirates is a former StrawberryFrog client. Nomads’ other founding clients include Sony Computer Entertainment, TNT Express and Human Rights Watch. Its 70-strong team will be based in Amsterdam and Singapore, with plans for other offices already under way.

The management team comprises staff from StrawberryFrog and MediaCatalyst. Lisa Lee has taken on the role of chief strategy officer, while David Warner is the executive creative director and Agnes Willenborg is the business and innovation director.

Howarth said: “Nomads has launched with a great client portfolio in place, including Emirates, with whom we have a longstanding relationship. We’re really proud that our launch clients have such faith in our team, and we’re really excited about continuing our collaboration to harness new and innovative business opportunities and to build the global leadership of their brands.”

Goodson added: “We thank Emirates for the opportunity to have created, developed and launched their new brand platform and global advertising. StrawberryFrog’s greatest strength is creating global cultural movements for incredible brands and we count the ‘Hello Tomorrow’ Emirates cultural movement as one of the best efforts of our strategic and creative team. StrawberryFrog continues to build its global network with its offices in Amsterdam, New York, Mumbai and Singapore. We are proud of our award-winning Emirates creative campaigns and wish Emirates’ new roster of agencies the best as they continue to implement our ‘Hello Tomorrow’ communications platform for this great airline.”

Last month Emirates handed its global media brief to Havas Media. The decision meant the account, which is believed to be worth an estimated $150 million, is no longer with Starcom MediaVest Group, which had held the business since 2008.