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...
This article talks about the convergence of paid, owned and earned media and the importance of content in elevating a brand interaction beyond a transaction to a valued experience. It gives the example of Marriot Hotels who wanted to move from being “just a hotel...
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 -...
Despite the rise and rise of e-commerce, a surprising 90% of consumer purchases are still made in good old-fashioned bricks & mortar stores. However, we also know there are multiple digital touchpoints that customers will journey through before they arrive at those store doors. To...
When people think of summer, people think of Coke, right? Well, that might have been the case 15 years ago with those iconic summer TV ads but to today’s youth a TV ad heritage meant nothing and Coke was losing relevance amongst the all-important teenager....