sonder_uber, Author at Sonder

08 Feb Looking for Engagement in the Wrong Places

Posted at 06:57h in Blog, Connect, Inside-out by sonder_uber

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...

16 Nov Paid media vs owned – has the pendulum swung too far?

Posted at 11:15h in Blog, Connect, Earn, Grow, Inside-out by sonder_uber

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...

16 Nov Owned media offers big opportunity for brands

Posted at 10:15h in Blog, Earn, Grow, Inside-out by sonder_uber

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...

10 Nov Innovative Marketer Wylie Fowler shared with Sonder his view of the importance of owned media

Posted at 05:48h in Blog, Connect, Inside-out by sonder_uber

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,...

02 Nov Inside-out Marketing: Converse build recording studio for aspiring musicians

Posted at 03:30h in Blog, Connect, Inside-out by sonder_uber

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...

27 Oct Inside-out Marketing: AMEX to increase marketing through mobile app

Posted at 03:34h in Blog, Connect, Grow by sonder_uber

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 -...

Author: sonder_uber