Amex add value via their #1 asset

This week we are celebrating the work of our newest client, American Express, who have long been successful proponents of owned media leverage. They understand their most powerful communication channel is the thing that makes a statement about its owner, is seen every day by...

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Continuity beats logic every time

The ‘Save’ icon in most applications is universally an image of a 3.5” floppy disk. A technology that hasn’t been used in decades. There are now generations of computer users who would never have seen a 3.5” disk, let alone saved something to one. What...

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Best Practice Fusion of culture and commerce

Regular readers will know that we give politics and religion a very wide berth in our blog.  But this week we’re touching on religion.  You see, Easter caught our attention this year. What’s it all about? What are we celebrating? And, in deconstructing it, is...

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This might offend some of you

Minimalism; an artistic style, an interior decorating theme and ultimately a way of life. It is an expression of freedom and courage.  Freedom from the extraneous and the superfluous. But, let’s face it, it’s not everyone's cup of tea.  Some find it cold, stark, dull and...

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Own it

‘Own it’…  It’s a great mantra for businesses and individuals alike who are looking to take responsibility for their destiny.  To own it is to back yourself and recognise that you’ll do a better job of mission-critical functions.  It’s also what’s behind one of the...

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How to find your hidden gold

Here at Sonder we are dealing with all kinds of businesses, day-in, day-out, charged with discovering hidden value that will deliver a highly profitable return. We’re like a cross between Sherlock Holmes and the Money Man, Floyd Mayweather! So we thought you might like to see...

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My night with Jennifer Hawkins

Last week I had the pleasure of an evening with Jennifer Hawkins. Of course she looked other-worldly, yes her dress was captivating and, no, I’m not in a daydream. However, I also wasn’t the only one with her on the night, in fact more than...

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How to leverage your owned assets to the max

A highly decorated FMCG CMO once said to me, “who the hell wants to build a community around yoghurt?”. He was talking about one of his own products and he was talking about the agency world’s obsession with ‘building a community’ on social media. It...

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What does great owned media execution look like?

Owned media assets are often an afterthought in campaign communications. The forgotten child of marketing, owned media is often relegated to transmedia mediocrity whereby the campaign creative is simply dropped into all owned channels with nary a thought to the role owned media can play....

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