One of the most forward-thinking businesses on the planet made a move this week which could well be the shape of things to come: they are buying a billboard company. This isn’t just any billboard company, this is Regency Outdoor which has large format billboards...
Often when monster news cycles dominate the media (cricket cheats, data cheats, social cheats…) smaller, less titillating stories can get missed. Such may be the case with an interview Marketing Week UK did with the Commercial Director of Formula One, Sean Bratches (read here). It’s...
It’s often said that what gets measured gets managed. Which is probably true. But just because something is managed does not mean it is being taken seriously. To be taken seriously requires a value. One of the first things we recognised when we created Sonder...
For decades marketers have been trying to shake the “colouring-in department” image and become integral to the business they are part of. However, it is fair to say they have had mixed success. Whilst in some progressive businesses we have seen Marketing titles replaced with...
Australia’s national telco Telstra has long been a pioneer of owned media leverage: they conducted the award-winning THANKS programme almost exclusively through owned channels, they breathed life into tired phone boxes with their free WiFi initiative AIR and they monetise AFL & NRL websites with...
There's always more to be done – innovation, creativity, new ideas...
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...
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...
You’re not alone… Another financial year, another hike in growth targets. Most shareholder owned businesses are under the hammer when it comes to hitting revenue growth targets. And even when you do, the goal posts move. The targets go up again and you’re left scratching...
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...