In a world where growth is the only metric upon which most professionals are measured against, more is becoming the default reaction. Want to grow sales? Spend more on advertising. Want to grow the connections you have with customers? Create more content. Want to grow...
Most people loathe waste. Especially people in the marketing and media fraternities where the wastage of money is considered a sacrilege. Yet wastage is universally acknowledged as a given. In 1911, John Wannamaker estimated 50% of his advertising budget was wasted, he just didn’t know which...
The ultimate determinant of engagement is the creative execution. Media of course plays a role, but in a world where people are actively rejecting paid media advertising, true engagement in paid media is becoming elusive. The problem is not with the intent of creating engagement. The problem...
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...
At Coca-Cola it was constantly reinforced that the pack, the bottle, is the primary symbol of the brand. It's the thing that lands in the hands of drinkers. It's the deliverer of the most powerful consumer engagement, the primary touch point. Both revered and valued. Today,...
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...
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 -...
