This week marks one of world football’s biggest showcases, the European Champions League Final, so we thought we’d celebrate one brand’s phenomenal achievement in this sport. Nearly 20 years ago at the World Cup Finals in France 1998, Nike announced their arrival onto the world game...
Your customers are precious. Every business knows that. The audiences you have built around your product offer and your real estate are yours, you attracted and won them over. The offers and brand partners you share with them should be carefully selected to ensure you...
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...
The operations centre for Britain's most established car rescue service, the Royal Automobile Club (RAC), is located next to a road. In fact, one of the UK's busiest roads, the M6. The iconic building is made predominantly of glass, simultaneously allowing passing cars to see...
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...
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...
Nestlé, the world’s largest packaged food company, announced last week at an investor call that their next area of focus is establishing direct channels of communication with their consumers. Quite a big statement of intent from a business anchored in established distribution channels. Buoyed by...
Can you remember the last Coca-Cola TV commercial you saw? What was it about? Who was in it? Who was it for? What was the tagline? If, like me, you can’t answer these questions, don’t worry, I’ve got another one for you: Have you seen their new...
Let’s start this week with a quiz. The following phrases were recently researched amongst 2,000 UK and US consumers by agency Wunderman: ‘non-traditional’, ‘trendy’ and ‘ground breaking’. I wonder if you can work out what the research found? Were they: a) The top ranked phrases Marketers...
Marketing is changing at a faster rate than it ever has before. Yet marketing practitioners simply aren’t evolving at the same pace. In the analogue age, marketers researched where lots of people congregate (TV, sport, music), sized them, profiled them and then ‘matched’ segments versus...