Sonder | Blog
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First published in AdNews on November 16th 2015 The pendulum has swung too far when it comes to brands devoting too much marketing budget towards paid media, according to founding partner of Sonder Communications, Jonathan Hopkins. Hopkins, who worked at UM for eight years, creating and managing...

First published in the Australian Financial Review on November 16th 2015 There is a significant opportunity for brands to use their assets and shift their focus to customer experience, diverting less of their budgets to paid media, Sonder Communications founder Jonathan Hopkins says. Depending on the size...

This article talks about the convergence of paid, owned and earned media and the importance of content in elevating a brand interaction beyond a transaction to a valued experience. It gives the example of Marriot Hotels who wanted to move from being “just a hotel...

Outdoor adventure brand Patagonia have got behind real causes in a powerful demonstration of a brand living and breathing its purpose and standing for something meaningful to real communities. Their involvement is incredibly subtle but completely authentic – beautifully walking the tightrope of branded content...

The man behind Converse’s marketing Geoff Cottrill explains the thinking eloquently; "Your job as a marketer is to understand your brand, its position in the marketplace, what differentiates you from your competitors, and then serve those consumers. The idea was not to borrow equity, …we...

Your proprietary audience is made up of parts, or segments of people. They have different motivations for being there, different buying habits, and are in need of different information. In his book Audience, Jeffrey Rohrs labels these segments seekers, amplifiers and joiners. All these audiences...

AmEx are taking advantage of their vast customer data resource to generate relevant, valued and personalised offers to generate increases in customer loyalty and acquisition. Julia Nestor, VP of brands, rewards and digital commerce at American Express said, “Compared to other marketing campaigns we run -...

Ad blocking apps like Purify and Adblocker have instantly become the most downloaded apps on Apple’s iPhone new operating system IOS9. This behaviour reflects a growing trend of consumers rejecting advertisers intruding on their content experiences (ad blocking penetration in Australia is currently at 19%...