Angus Frazer, Author at Sonder

05 Dec Bread rises to the occasion as analog advertising makes a comeback

Posted at 16:37h in News by Angus Frazer

In an age where consumers are over-saturated with digital advertising, advertising on the humble bread tag has bridged the analog and digital worlds, achieving 15% volume growth and 25% value growth (year-on-year) for leading FMCG brands. Created by owned media specialist Sonder Communications, Bread Connect allows advertisers to communicate...

27 Nov From zero-based budgeting to hero-based budgeting

Posted at 15:43h in Blog, Business, Finance, Loyalty, Marketing, New revenue, Travel, Utilities by Angus Frazer

There's always more to be done – innovation, creativity, new ideas...

13 Nov A time to embrace tradition

Posted at 15:11h in Blog, Connect by Angus Frazer

It’s that time of year again – Christmas. It rolls around quickly. Evocative brand advertising, aggressive retail advertising, crowd's, anticipation and tradition. It’s an intoxicating mix for both consumers and retailers alike. Most B2C companies rely on people's Christmas gifting generosity to meet annual sales...

30 Oct What marketers can learn from self-help

Posted at 19:00h in Blog, Connect, Inside-out by Angus Frazer

Whilst it’s easy to occasionally poke fun at the self-help industry, it is now worth upwards of $12bn in the US alone. People who buy into the category are often repeat purchasers, buying multiple products and services – sometimes referred to as therapy-junkies. It’s a burgeoning...

16 Oct The $3 Trillion dollar black hole

Posted at 16:06h in Blog, Business by Angus Frazer

In the paid/owned/earned media triumvirate, there is a wealth of insight and intelligence regarding paid and earned media, but very little on owned. As the world’s leading owned media specialist, Sonder is gathering insights and intel on the state of the owned media landscape. In...

04 Sep Who is TV’s best marketer?

Posted at 16:17h in Blog, Connect by Angus Frazer

With the exception of Don Draper, what TV character would be the best marketer in the real world? It certainly wouldn’t be Jon Snow after he nearly ruined the brand partnership between the Lannister’s and Targaryen’s. Of course, Daenerys is a strong contender, she’s got...

21 Aug How to own empathy in marketing

Posted at 13:41h in Blog, Brand Purpose, Connect, Inside-out by Angus Frazer

What a ridiculous headline – to “own empathy” goes against the very essence of empathy. But this headline was purposeful. You see, I was being empathetic to you, because marketers like to “own” things, so the headline makes it easier for you to click and...

07 Aug How Harrods is owning its media

Posted at 13:37h in Blog, Business, Connect, New revenue by Angus Frazer

Harrods is a unique brand – the epitome of luxury retailing, its global fame eclipses the fact that it’s one store in London. Just one. There are few shopping experiences that come close to that of Harrods. The sanctity they place on their customers is...

24 Jul The #1 thing you can do to increase your marketing budget?

Posted at 14:33h in Blog, Business, Grow, Inside-out by Angus Frazer

A recent Gartner Research CMO study highlighted that the marketers who were increasing their budgets were the ones who demonstrated accountability and assumed more risk. Notice that this is about the person, not the business. The marketer, not the brand. So, what’s the key to...

10 Jul What do you see?

Posted at 20:00h in Blog, Inside-out, New revenue by Angus Frazer

An icon? A piece of critical infrastructure? An engineering marvel? A rush hour headache? All of these answers are right, but there’s one more that sums up the shift towards inside-out marketing and an owned-media first approach to communications. You see, the bridge was built 88...

Author: Angus Frazer