STRATEGY

5W sought to broaden the market's understanding of "Who is frog today?" through a combination of tactics that promote different facets of frog's identity as a leader in their industry. 5W leveraged frog's 50th-anniversary events as a prime opportunity to connect with reporters and reintroduce them to the frog they thought they knew. Through the anniversary narrative, they were able to look back on frog's great history and legacy, but also forward, at their recent projects and newer practices.

5W's thought leadership strategy centered on creating opportunities for frog experts to weigh in on the state of design and educate the market around related news and trends. This was accomplished through Q&A features, bylines, and counsel on speaking opportunities. To showcase frog's leading-edge thinking, the firm produces an annual Tech Trends report, which provides forward-looking perspectives on key industry and design trends. Finally, frog's designers regularly created cool new technologies and design concepts that often drew interest from top-tier media. All these frog initiatives were leveraged to align with media opportunities.