Sonic Boom, a fun and innovative customer experience agency, is seeking a passionate public relations/social media professional who thrives in a fast-paced yet rewarding environment. Read more about this great career opportunity and learn why Sonic Boom might be the place you want to hang your hat.
This position is responsible for playing a lead role in the administration and execution of Sonic Boom’s Social Media and Public Relations projects and activities to position the company favorably with the consumer and trade press, along with other audiences, through proactive and reactive media relations, events, press familiarization trips, media promotions and social media channels.
DUTIES AND RESPONSIBILITIES:
• Draft company Press Releases and other communications including, but not limited to advertorials, backgrounders, feature stories, bios, website copy, policy statements.
• Develop specialized press kits and information for media. Updates corporate profiles and fact sheets on a regular basis.
• Develop and update media contact database. Create press lists and perform research on journalists and others as required.
• Assist with media requests for information, interviews and photos from all media. Work with various departments to provide accurate information.
• Write creative posts for Facebook that will continue to engage community and educate fans about Sonic Boom’s service / product offerings.
• Plays an active role in proactively responding to audience on social media channels.
• Stays up to date on all public relations and social media trends and innovations and brings new ideas to the team.
• Works with leadership to develop and implement new social media initiatives to increase engagement with Sonic Boom’s social community.
• Analyzes data from social media monitoring services and Google Analytics to track the engagement, identifying areas for continuous improvement.
• Attends important functions on the company’s behalf as needed
• Monitors and compiles media coverage and to keep abreast of the news about our company, products and services by using research tools and other methods
Bachelor’s degree in Public Relations, Social Media, Journalism or related field.
2-3 years experience in public relations in an agency or corporate setting preferred; Consumer media relations experience preferred. Experience with internal communications and expert knowledge of social media sites.
KNOWLEDGE & SKILLS:
Excellent communication skills required, verbal and written in both English and French, to effectively communicate with members of the media, guests through social media and management.
Must be willing to stay on top of latest social media trends and updates as well as have analytical skills to be able to analyze data and provide reports to management on request.
Must be detail oriented and have superior organizational skills.
Ability to manage multiple projects, prioritize and manage high volume of detail work while establishing and maintaining positive relationships, and meeting deadlines.
Proficient with Microsoft Office software.
Some travel required.
Candidate should be available to work a flexible schedule, including nights or weekends as needed (doesn’t happen often – but clock watchers need not apply).
This position reports to the Chief Marketing Officer and will be working out of either the Montreal or Toronto Office.
The Project Manager will report directly to the Account Director. The Project Manager will work with an integrated team and will be responsible for coordinating a cohesive social media presence for our client and all of their brands. The Project Manger plays a key client-facing role and is ultimately responsible for planning, executing, and delivering social media and marketing projects on time, within budget and in accordance with the defined scope, timeline and cost parameters.
You know how to get the work done, and have some fun while you are doing it. You can manage day-to-day project co-ordination, administration and communications. You can identify and mange project dependencies and critical path. You are effective at delegating tasks and responsibilities to appropriate project team members. You coach, mentor, motivate and supervise project team members and contractors, and influence them to take positive action and accountability for their assigned work. You identify and resolve issues and conflicts within the project team. You ensure process and PM Methodology is consistently and accurately followed by the team.
You can handle any project management challenge. You’ve been there before. We’re doing it wrong. You will show us.
You’re looking for an opportunity to put your seriously stellar PM skill-set to contribute in a fun, fast-paced start-up environment. If you are ready for a seat on the rocket ship of customer growth, come aboard, we’ve been waiting for you.
Desired Skills & Experience
- 5+ years project management experience specific to web production and marketing communications, preferably within a web or ad agency environment
- Formal project management training, preferably a PMP
- Strong understanding of digital communications
- Demonstrated ability to manage projects within strict deadlines and budgetary constraints
- Enthusiastic team player
- Outstanding work ethic with a proven track-record of performance excellence in meeting targets
- Superior written and oral communication skills combined with strong interpersonal skills
- Must enjoy a fast-paced environment, with a track-record of proven success in a dynamic, rapidly growing organization
- Media savvy – online and traditional media
- Budget master
If this sounds like you and you’re keen to lead one of our key accounts where the rocket of customer growth is just taking off, then we want to hear from you!
Extensive pharma and clinical trial experience required.
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Pharma and clinical trial experience – a must.
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At its core, the Strategy Practice applies an anthropological frame to problem solving, taking into account both the emotional and rational drivers for purchase/consideration/advocacy etc. Made up of members who understand consumer culture in a digital context, this team practices model thinking, looks beyond client asks to understand and solve business problems, and builds strategies based on sound insights and deep knowledge of best practices.
Who You Are & Position Profile
The Selection Process
Candidates will have the opportunity to speak with Sonic Boom team members in one or two interviews. The final stage in the process includes one or more exercises designed to evaluate how you structure solving for problems or opportunities.
How to Apply
If this sounds like you and you’re keen to join an organization that will give you the opportunity to make a big impact, then we want to hear from you! Hiring moves fast at Sonic Boom so we encourage you to apply immediately.
To apply, send your résumé and cover letter to: firstname.lastname@example.org.
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Recruiting is a complex process, which requires discipline and rigor. Our hiring philosophy is simple – look for people who are looking to change the world.
Success is about passion, ideas and commitment. Working here is about being a part of a team, transforming our digital world by creating powerful solutions and having fun doing it.
Click on the positions for more details and to learn how to apply.
Sonic Boom is a 15 year old startup going through a renaissance. Transformation and redefinition. A new team in a new time.
People often ask what we do. In an industry born of connectivity, fueled by innovation, and marked by an ever evolving ecosystem a firm definition is difficult.
We’re agents of change.
Pure digital. Data driven and accountable to the core.
Part digital architect, part advocate and part ambassador. Entirely stakeholder focused.
A connector of dots.
Sonic Boom is a conversation firm. An instigator of dialogue.
Engaging conversation and intense listening (yes, we’re full duplex). Connecting brands and stakeholders; ideas and people.
We’re problem solvers and business builders. We drive business metrics and measure performance against desired outcomes. And then we optimize.
We believe in honesty, transparency, integrity and collaboration.
These are not words painted on a wall but found in the spirit of the team who’s common goal is the creation a new kind of communications’ firm.
A little confused? That’s ok. Uncertainty and vulnerability are also core values.
In the last 13 months we’ve put fresh paint on the walls, recruited some of the best talent and attracted some of the world’s most sought after clients. And we’re just getting started.
But while we were busy relaying foundation we forgot to articulate our story so that it could be told.
So where does it say who we are and how were different? What’s our value proposition and USP? We’re getting to it.
Like all things, we are a work in progress. We are feeling good because we’ve got a lot of smart folks around the table to help us figure it out.
Shh. Don’t tell anyone.
February 6, 2013
Sonic Boom Creative Media and Health Canada empower Canadians to access health and safety information anytime, anywhere
TORONTO, ON – February 6, 2013 – Sonic Boom Creative Media has added yet another win to its growing roster of clients with the announcement of a new contract with Health Canada. As the newly appointed digital agency for the Healthy Canadians initiative, Sonic Boom will lead the strategic and technical development of digital tools and content to capture the attention of Canadian parents and proactively bring relevant and authoritative health and safety information to their everyday lives.
Healthy Canadians is a Government of Canada initiative aimed at providing Canadians, specifically parents, with easy access to authoritative and credible health and safety information, such as healthy eating, physical activity, product safety, environmental health, bullying and road safety. This consumer-focused initiative, led by Health Canada in collaboration with the Public Health Agency of Canada, Transport Canada, Public Safety Canada and the Canadian Food Inspection Agency, will help Canadians make safe and informed decisions in order to protect their health and safety and that of their families.
“We are delighted that Health Canada has selected us as their agency for this important health initiative”, said Richard Zeidel, Partner at Sonic Boom. “Our approach for Health Canada embodies Sonic Boom’s vision to use technology to make a difference in people’s lives. Our team views this project as an opportunity for innovation that will bring pertinent health information to Canadians anytime, anywhere.”
For more information, please contact:
Sophie Côté Laplante
514-843-2376 / 416-586-9988
We are solution-oriented entrepreneurs who revere resourcefulness over resources, fantastic failures over mediocre successes and curiosity over the status quo.
We live for Monday mornings. We are as passionate about work as we are about play. We focus on solutions and work as a team to unleash groundbreaking ideas. We put people first to foster a collaborative and creative environment. We’re inclusive, we speak the truth and encourage our clients and brands to do the same.
We foster a culture in which everyone is valued, encouraged and supported. We collaborate amongst passionate, creative and brilliant individuals who continually push each other to go further.
We play in a space where we push the boundaries, create and innovate, test, optimize and grow. We encourage risks, which inspires innovation. We are built to learn.
Our studios in Toronto, Montreal and London, England believe in community, open communication, integrity, curiosity, respect, balance and teamwork.
We take our time hiring as cultural fit is our number one priority. It’s not easy joining Sonic Boom, but for the few who join us, come in to a family.
Running on Wine
October 19, 2011
As equity partners, Sylvain and Richard will lead Sonic Boom’s transformation to a full-service digital firm capable of meeting the most complex and sophisticated digital requirements of our clients…
Based in Montreal, but spending significant time in Toronto and in our other markets, Sylvain and Richard will lead our efforts to become the leading player across Canada and internationally.
They will work closely with the entire Sonic Boom team to provide clients with services in research and insights, social business architecture, strategy, design and development of digital assets, content and storytelling, community engagement and influencer outreach. Their arrival also marks Sonic Boom’s expansion in Montreal.
Both Sylvain and Richard have years of highly relevant experience growing leading-edge digital companies and consulting firms in Canada. Both have international experience and have worked with top global clients in developing and designing sophisticated digital strategies.
Sylvain and Richard are very excited about joining Sonic Boom. They recognize the power and great potential of the entire NATIONAL network and are very aware of Sonic Boom’s outstanding reputation in the marketplace for creativity and innovation.
1. A thing done successfully, typically by effort, courage, or skill.
2. The process or fact of achieving something.
So what do you plan to accomplish this year? Wait, before you answer that, have you properly taken a moment to reflect and celebrate your own achievements from the past year?
Sonic Boom just did exactly that by celebrating the 2012 accomplishments of its employees. We’ve got a bunch of courageously talented and creatively skillful folks who go the extra mile for their clients and colleagues. Let me tell you a bit about ‘em:
We’ve got Helen Karrandjas-Moore, Sonic Boom’s Account Director for Ford Canada, who took home the Visionary Leadership Model Achievement Award. In a nutshell, this award goes to the person who delivers superior results through the enduring quality of his/her relationships with clients and colleagues; he/she acts in the long-term best interest of clients, team members and the company by constantly identifying opportunities to deliver value, grow business and advance professional development opportunities for staff he/she works with. Helen has worked very hard to build Sonic Boom’s Ford Canada team, create processes, ensure quality and develop relationships with all key players of the account including Senior Leadership at Ford, NATIONAL and partner agencies. She has been able to quickly build trust with the client which was demonstrated by their ask for her to fill in for the client’s paternity leave. That’s big!
We’re also lucky to have someone like Alex Ungureanu on the team, who won the Commitment and Collaboration Achievement Award. Essentially the winner of this award has made an outstanding commitment to the company and/or to the community above and beyond his/her usual duties, has demonstrated continuous career progress, and has strived to enhance collaboration by fostering inter-group and inter-office relations. Alex first joined as a freelancer on contract and was tasked with developing a process to effectively deliver our digital mandates to our clients. It was clear that she was a process ninja capable of much more! So upon joining full time, she took on responsibility to manage freelancers, vendors and overall resourcing for Sonic Boom as well as our new business process. Her processes have resulted in increased collaboration internally at Sonic Boom as well as with NATIONAL and AXON. In the time she has been here we’ve won Health Canada, GE, London Hydro, and many more great clients – this clearly demonstrates the impact of her work. She also teaches spinning at 5:45 am as well as yoga classes in the evening. She does it all!
And Alice Keith, our Business Development and Management Achievement Award winner, has contributed to the company by substantially increasing business through existing and new clients and excelling with project management including the development / management of budgets. She has super-strong client relationships, immediately connecting with clients she inherited by listening to their challenges and working with them to provide solutions that exceed their expectations. In a short time, this has earned her the trust of her clients, which has resulted in impressive account growth including Vaughan Mills, London Hydro and Pfizer; she also led the Health Canada RFP. Alice worked tirelessly to keep the pitch team on track, to create engaging ideas for the submission and to bring in partners from different NATIONAL offices and practice groups to strengthen the proposal. Upon winning Health Canada, the client commented on how Sonic Boom’s submission stood out from the rest and was the most clear and complete – now THAT’S an accomplishment. When asked about her win, she said:
“Business development has been something relatively new for me since I got to Sonic Boom. On my second day, I was handed a thick government RFP, and this is how the conversation with my boss went:
My boss: ‘You’ve led these before, right?’
Me: ‘Well, no actually. I mean I’ve helped out with some RFP’s before…’
My boss: ‘OK, well now’s a good time to start.’
And so it began – I love working on new business, and I love my clients! I’ve learned to stretch myself and try new things here, because as a team we genuinely support each other to learn, grow, and bring all our different skills and experiences to the table.”
“I came into digital to learn and grow, good thing no one told me the pace ranged between crazy and insane!“
TORONTO, Feb. 12, 2014 – Sonic Boom Managing Partner, Sylvain Perron and Partner, Richard Zeidel, are delighted to announce the addition of Jason Partridge and Shannon Davidson to the firm’s Toronto office.
In support of Sonic Boom’s exciting and ambitious growth plan for 2014, Jason joins the firm as Vice President, Creative Director, and Shannon as Vice President, Partnerships & Event Marketing. Both will oversee the expansion of Sonic Boom’s creative and experiential teams in support of the firm’s delivery of integrated, full-spectrum business solutions to clients.
Jason is a passionate storyteller and an insightful creative leader, who is comfortable working across all media to deliver measurable, fully integrated communications campaigns. He will guide the creative team in producing innovative multi-channel communications programs, which deliver against client objectives: “The opportunity to work with such talented, strategic, and forward-thinking people doesn’t present itself often,” said Jason. “Combine that with a chance to take everything I have learned and bring it to brands of this scale and stature, and it was an opportunity I couldn’t ignore.” Recently, Jason was Creative Director at Cheil Canada, where his clients included Samsung and Hankook Tires. Having worked on Chrysler, Kia, Nissan, Subaru, and Canadian Tire, he also has extensive automotive experience. His other clients have included McDonald’s, Walmart, Microsoft, Molson, Labatt, Air Miles, Kids Help Phone, Fashion Cares, and Trillium Health Centre.
Shannon is a strong marketer with extensive knowledge of event-based marketing. Her role will be to connect the online and offline experiences of consumers for all the firm’s clients: “Sonic Boom offers me the chance to leverage all of my marketing experiences, and work with a dynamic team to build on the work they’re doing online to create meaningful offline consumer experiences and relationships,” she said. Most recently, Shannon was Director, Sponsorships & Events at Publicis, where she worked on Chrysler. Her other clients have included Molson Canada, Ford, The Grand Prix of Toronto, the Canadian Football League, and Scotiabank. She has also given her time to philanthropy, working with Habitat for Humanity Women’s Build and Culturelink Canada.
“Richard and I could not be happier that Jason and Shannon have joined Sonic Boom. As our growth plan for 2014 gets underway, we believe they are the right people to guide our dynamic firm toward even greater success, growth, and development,” said Sylvain Perron, Managing Partner. “With their energy, dedication, and talent, Shannon and Jason will ensure Sonic Boom creates and delivers industry-leading work for its clients,” added Richard Zeidel, Partner.
For further information:
What we do:
Built on the foundation of Belief-Based Consumption, Sonic Boom’s strategic methodology, BOND, enables organizations to understand the values and beliefs of their audience and apply that knowledge to build brand advocacy in the marketplace.
With thousands of organizations vying for audience attention across communication platforms every passing second, building trust and relationships with communities has become a difficult and daunting task. Companies today find themselves spending millions on influencer programs that dissipate soon after completion, rendering low continuity and return on marketing efforts. This is because most initiatives are implemented with little knowledge of what audiences do online and off (behavioural data), and almost no understanding of why they do it (what’s truly driving them).The truth is that audiences today have incredible access to niche sources of information and communities across the web, which has allowed them to become picky about where they spend their time. We are witnessing the proliferation of powerful niche communities such as reddit, buzzfeed, and boingboing, where audiences congregate due to a shared set of values and beliefs first, rather than shared interests (which have become secondary).
In this evolving environment, it’s no longer enough for organizations to talk about what they do (products, features, benefits). If they’re looking to drive advocacy in the marketplace, organizations need to start communicating why – demonstrating their beliefs and values, and building authenticity in the marketplace by connecting emotionally with audiences who share these values. Sonic Boom’s strategic methodology is built to solve this dilemma with 10 proven steps developed through years of experience implementing and evaluating hundreds of programs and strategies for brands across the US, Canada, Asia, and Europe. Our strategic process offers practical outputs for brands looking to understand why their audiences behave the way they do, and how they can connect with them in today’s social context to drive brand advocacy organically.
At the heart of it all is the word ‘agent’.
But there are a lot of agents in this world: Agents of disruption, Agents of inspiration, Agents of design, Agents of change, Agents of meaning….
Stop. Yes, we Sonic Boomers are agents of meaning. We strive to help brands create meaningful engagement with their customers. The kind of meaningful engagement that lasts a lifetime–that can endure ups and downs, changes in attitude and taste, boom times and days of despair.
Why are we capable of creating that level of meaningful engagement? Because we start differently than other agencies. While other agencies lead with gut and putative creative genius, we lead with data. At the heart of our methodology is a little something we call Belief Based Consumption. Rooted in decades of ethnographic research, Belief Based Consumption starts with a radical premise: that people group themselves, define themselves, orient themselves and consume on the basis of beliefs and values, as opposed to traditional factors such as pricing, peer influence, and past experiences.
With the advent of the first generation of digital/mobile natives, we’ve witnessed a fundamental change in the way consumers shop and connect brands. They have become more vocal about their values and are more discriminating about the brands they do business with. Simply put: winning brands are the ones who are most closely aligned with the value systems of their core customers.
Before we write a single line of copy, before we craft a single pixel, and before we concoct a single concept, we run our methodology to help understand:
1) How well does the brand communicate their belief and value system?
2) How well is it aligned with what the brand’s target market values and believes?
Based on the results of these analyses, we construct Archetypes, which are segments predicated on common beliefs and values. That allows us to move forward from a position of authenticity and begin formulating strategy and executing creative, forging meaning for our own clients through design, story-telling, and strategic vision.
That’s why, as Boomers, we are known for exceeding our clients’ expectations and helping them reach their potential by telling meaningful stories and delivering meaningful experiences that mesh perfectly with the values and beliefs of their most passionate customers.
Oct 15, 2012
Paul Jacobs Appointed to Establish London Presence
Paul Jacobs has joined digital and social agency Sonic Boom Creative Media, a sister agency of AXON Communications, as Director, Digital Strategy. Sonic Boom is establishing a London presence through the hire of Paul, who is based in the AXON offices in London. This will allow the two firms to work even more closely together in providing integrated digital communications to their clients.
“Digital and social is one of the fastest growing areas of our business, and having our colleagues from Sonic Boom working alongside us in London is an important step for ensuring we can fully integrate digital strategy into the solutions we’re providing to our clients,” said Miranda Dini, Managing Partner of AXON London, a division of NATIONAL Public Relations.
Paul brings more than a decade of expertise in healthcare communications and digital integration, with a passion for finding creative digital solutions for his clients. Most recently, Paul was Director, Digital Strategy at Medicus International, an agency within the Publicis network, where he worked with pharmaceutical clients to integrate appropriate digital channels into their communications plans. Paul has a BSc (Hons) in Biological Sciences from the University of Salford and an MSc in Biomedical Science Research from King’s College London.
“We are delighted that Paul Jacobs has joined us in London. Paul is already an established leader in digital healthcare, and he brings outstanding experience to both our existing and new clients,” said Sylvain Perron, Managing Partner of Sonic Boom.
Speaking about the appointment, Ralph Sutton, International Managing Partner, NATIONAL Public Relations said: “The NATIONAL network has had a very exciting year in 2012, and Sonic Boom has been one of our success stories. We see great opportunities for Sonic Boom and establishing a London operation will provide a new platform for growth.”
[Photo Credit: Nathan Parton, 2007]
Originally posted on Not Your Average Dad.
Social media and marketing are changing everyday. It is almost impossible to keep up with everything that is going on. It is for that reason that I really value attending conferences. It gives me a pulse check on the news that is coming out by tying it to real world examples from people who have executed the tactics.
Recently I attended the Digital Media Summit in Toronto where I presented a case study on the Zombie Escape video I executive-produced for Ford Canada. There were quite a few interesting keynotes, panels and discussions at the Summit. I’ve compiled my top 5 takeaways from the conference below. If you attended #DMS2013 let me know what your big take aways were in the comments below!
Fostering entrepreneurial spirit in Canada’s youth with Start Something with Alesse
The Start Something With Alesse Contest, which champions youth entrepreneurship, is one of Pfizer Canada’s most ground-breaking digital Direct to Consumer (DTC) digital marketing programs. Now in its third year, Sonic Boom is collaborating with the Alesse team on their social media strategy.
“My holy grail is making content so compelling that it doesn’t need a media buy.”
“Being part of the Sonic Boom team is better than an energy drink: you’re always awake, energized and looking for new opportunities to do it differently next time.”
Can we empower the interior design community with a mobile solution that makes working with clients more efficient? We can do that.
Kohler came to Sonic Boom looking for a way to allow interior designers to reference Kohler products in a more user-friendly way than the standard catalog.
We took the challenge and created an operationally efficient solution that allows designers to reference Kohler products on-site with clients: an iPhone application.
Today, designers can reference a comprehensive Kohler catalog in a quick and engaging way, view specification sheets, find suppliers in their area and watch videos showcasing new products. More than 27,000 products are at their fingertips and they couldn’t be happier about it.
“I love being apart of a constantly evolving and exciting environment, everyday is different”
Quite frankly, there is no nine-to-five for the community manager. Monitoring and moderating are tasks that need to be covered twenty-four hours a day to ensure there are no major disruptions to social communities. Citizen journalism is at its peak right now, which means that tragedy brings out the reporter in everyone online.
Yesterday’s misfortune in Boston saw frontline reporting via Twitter and Vine (primarily) and erupted conversations on both platforms, which became incredibly difficult to keep up with. Community monitoring is critical at times like these and there are certain steps to take to ensure there is empathy from the respective brand(s).
During adverse events, community managers should immediately do the following:
There have been many case studies where brands neglected to check their social mediums, which resulted in bad publicity and otherwise defamed their social presence.
We’re in the Business of Selling Dreams
“Magic happens when brands become insiders in the eyes of their audiences.”
February 5, 2013
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify. Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped [...]
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify.
Tomorrow marks my ten-day anniversary at Sonic Boom. I’m thrilled to be a part of such a great family. Between both offices (Montreal and Toronto) we have great leadership, amazing talent, an incredible and disruptive service offering, and a super sexy story to tell. Just the things I was looking for in my next opportunity (with a special interest in amazing talent and being disruptive).
Sonic Boom is not your typical communications agency.
Sonic Boom is a customer experience agency. We build exceptional customer experiences for our clients at the intersection of technology and creative. Here’s why I’m so excited (other than the reasons I mention above): Never have executives been more enthralled with the customer experience. 97% of executives agree that delivering a great customer experience is critical to business advantage and results (Oracle). And with good reason…Chew on some of these stats for a moment:
Everyone knows the customer experience is truly king. But in this vast and ever-expanding kingdom, traditional agencies are increasingly being forced to the margins. They’re just not delivering the results they used to…mostly due to the fact that the rules of engagement for marketers have completely changed. Excessive opacity, failure to connect, failure to listen–all these have undermined the very foundations of a once-proud sector. The role of traditional agencies is being usurped by a combination of cloud-based software, big data, and a new breed of leaner, more adaptive agency that meshes technology and creative to deliver true customer experience transformation.
So how do I fit in? And why would an agency hire a CMO? One word: growth. We’re not content to grow at the glacial pace of traditional shops (Publicis had 88 years to scale; we’re targeting 88 weeks). I’ve spent my entire career helping software and technology companies rapidly scale–building them from small, plucky disruptors to mainstream entities with vast portfolios. At the same time, the whole arc of my career has bent toward measurement and transparency. Marrying measurement, transparency, and creative? Intersecting data, accountability, and design? That’s unheard of in the agency world! Who does that? Sonic Boom does. We truly are the ‘un-agency’. And you’re going to hear some serious noise made by this brilliant yet totally accountable company in the months to come.
We’re going to rattle the cage, and keep rattling it until the bars break and the stale archetype of the old ad agency has been broken. Then we’re going to build something new. A new type of customer experience agency with a radical process that starts with research, uses it to inform strategy, and carries that momentum forward into brilliant creative execution–all while maintaining complete transparency and accountability to our client partners. Yes, we’ve got edgy, visionary designers, yes they’re cooler than yours (you know who you are), but it’s about much more than that. It’s about a unique research and strategic planning methodology rooted in cutting-edge digital ethnography (we call it Belief Based Consumption). You’ll be hearing a lot more about BBC in the weeks ahead.
So in the end, it’s about brave thinkers designing winning customer experiences based on data, while having the balls to stick around and be measured for their work. It’s about a comprehensive offering that spans and transcends research, strategy, creative , execution and measurement.
Get ready for the boom!
Apple is “the iPhone company.” Half of sales and two-thirds of profit come from the iPhone franchise. That reliant on the iPhone for its financial health, I’m stymied as to why Apple priced the iPhone 5C so high.
The biggest market for smartphones is China: it represents 1/3 of global demand (comparatively, the US is only 14%). The average Chinese smartphone buyer spends less than $300 on hardware; that said, the iPhone 5C will retail for more than $700. That price gap is massive, and entrenched competitors like Samsung, ZTE, Yulong and Xiaomi continue to innovate and narrow the gap between what the iPhone and their devices offer.
Apple’s pricing strategy may help shore up the iPhone’s average unit selling price, which has declined 10% in 2013 year-to-date, but I don’t see how it will help recover market share in China, where Apple sales are down 14% year over year.
Advantage – Samsung, ZTE, Yulong and Xiaomi.
Dunn and Done
“The creative energy we produce fuels our passion to deliver greatness”
Toronto, Canada, June 5, 2014 – Sonic Boom Creative Media announced today it has named Jonathan Levitt, a senior industry executive with extensive brand and data-driven digital marketing experience to the post of Chief Marketing Officer.
Sonic Boom said Levitt will be responsible for a broad portfolio that includes the company’s global marketing strategy, brand management, product and service positioning, market research, advertising and global communications. He joined Sonic Boom effective May 26, 2014.
Levitt comes to Sonic Boom from OpinionLab, where he was Chief Marketing Officer and member of the company’s senior leadership team. OpinionLab is a leading SaaS provider of voice of customer listening and analytics technology to the world’s most innovative brands, including over half of the Fortune 50.
Prior to OpinionLab, Levitt held a variety of marketing leadership roles for emerging startups and established enterprise leaders in the areas of digital marketing, analytics and customer experience. He has worked with brands of all sizes including leading global players such as Bank of America, Walmart, Dell, Procter & Gamble, CBS, The New York Times, Ford and Google.
A pioneer and vocal advocate for data-driven marketing, measurement and accountability, Levitt is widely recognized as an authority on branding and customer experience. He has been featured in several industry publications including Forbes, AdAge and Fortune Magazine. Levitt was most recently recognized as a Top 200 Thought Leaders in Big Data & Analytics (AnalyticsWeek – January 2014), one of The Top Chief Marketing Officers (CMOs) That You Should Consider Following On Twitter (CEOWORLD Magazine – June 2014, no. 3) and Top CMO’s On Twitter (Social Media Magazine – February 2014).
“Over the past several months we have been focused on putting together a remarkable leadership team” Said Sylvain Perron, managing partner at Sonic Boom. “Jonathan is the perfect addition to that team and the right guy to tell our story. We are privileged to have him.”
“I’m thrilled and fortunate to be joining the team at Sonic Boom”, said Levitt. “The ad agency of old is rapidly being replaced by firms who deliver research and measurement, analysis, creative and strategy as part of a holistic service offering. The space has never seen more opportunity and excitement. The team at Sonic Boom is building innovative digital and social strategy and I can’t wait to help execute on the vision for a redefined agency. More specifically, the agency of the future.”
About Sonic Boom Located in Toronto and Montreal, Sonic Boom Creative Media is the digital subsidiary of NATIONAL Public Relations, Canada’s largest communications consulting firm.
Since 1998, Sonic Boom has partnered with leading global brands on a wide array of digital mandates. Bringing together experts from the creative, technology, and business strategy fields, Sonic Boom offers interactive, insightful, efficient, and innovative solutions to various clients across Canada and abroad. Recent work includes acting as the social media agency of record for Ford Motor Company of Canada, as well as ongoing work supporting clients like Health Canada, Pfizer, GE, Hoffmann La Roche, Kohler, and Vaughan Mills.
The mission: Create an interactive, avant-garde website fit for the most ambitious fundraising campaign ever undertaken by a francophone university.
Sonic Boom, in partnership with NATIONAL Public Relations, was responsible for creating the web site for Quebec’s largest university complex – HEC Montréal, Polytechnique Montréal and Université de Montréal, who launched the biggest fundraising campaign in their history, under the name “Campus Montréal”.
The goal? To develop a digital space for the broader university community and donors that will contribute to reaching the goal of raising half a billion dollars to support Campus Montréal in its mission. The website was launched at the end of November, 2012 and received positive feedback, notably from the university and business communities.
Our world is complex and ever-changing. And there is no sign that things will slow down or get simpler any time soon. This rapid evolution phenomenon applies not only to industries and organizations but to people and social movements as well.
The way we conduct business nowadays is far different than decades ago: the competitive landscape is boiling with rising and falling players, society’s values are challenged all the time, technology is spitting out an overwhelming amount of new commodities, and customers have become overly stimulated and possibly blasé.
So how do we survive in this jungle of insanity anyways? Shouldn’t life be easier? But I digress…
Perhaps the madness began with the industrial revolution, a stepping-stone in our history that totally changed how we created and acquired products. The machine age helped make everything more accessible and businesses jumped on the opportunity. Suddenly, customers had access to so many goods and started piling them up. But people’s needs and goals have evolved over the past century.
One hundred years ago, customers sought products with great features, devices that would make their lives more comfortable and efficient: “My Lord! I can get light in the house by pressing a switch!” Decades later in mid-century, when access to products was easy and options were abundant, customers started looking for more superficial benefits such as image and identity: “Which brand will make me look swell in front of my peeps?” But are we really different today? Yes and no.
Both feature and identity benefits are still important. We want the incredible gadgetry and still desire to display designer labels proudly. But coming up with great product functionalities or developing a cool brand is almost the easy part now. Why? Because today, people expect even more. They aspire to something more relevant, significant, and momentous. In other words: something meaningful.
But what is meaning, you may ask?
Our now aware and awaken customers will basically pay more attention to things that can make an actual difference in their lives on an emotional, intellectual, and even spiritual level. Basically, whatever we offer should tap into how people connect with what makes sense around them, what is right, what is truly important in life. When people connect with your brand, do they get a sense of:
To stay relevant nowadays, your brand must generate meaningful moments. This means your company must truly care for people and not look at them as numbers or buyers. It’s about a genuine desire to make a difference every time you engage with them.
Successful businesses understand that offering the best customer experience requires commitment. It must be part of the company’s beliefs and values, and every action must align towards that goal. If your culture is based on wanting to make a significant impact in people’s life, not only will you set up the grounds for innovative ideas to emerge but you will also ensure that the end product will connect with customers in profound ways.
Here are a few examples of companies that have had an impact on consumers, along with the meanings they have tapped into:
INSTAGRAM – Creativity & Achievement
This little mobile app is so simple yet it has achieved so much success. It did more than just allow people to take pictures on the go – it made people feel like artists. Sure, all the filters you can apply to your images help make everything look prettier than reality, but the app still made people want to become more creative by putting extra effort towards finding the right subjects and framing them in novel ways. Ordinary people suddenly had a tool to let the artist within come out.
MOVEMBER – Togetherness & Contribution
We all know about the ‘stache movement that helps raise vital funds and awareness for men’s health, especially prostate cancer. What makes this event so brilliant is how simple things came together: body marking, tribe building, giving back. A little hairy feature on the face (a very noticeable one) would make people ask questions, allowing the advocate to lure them in and make them either donate money or become part of the fundraising tribe. By mixing fun, style (arguable for some, but creative nonetheless), and collectivity, it just made people want to be part of it all. Participants feel they contribute to a movement, something bigger than themselves; that makes this fundraising campaign stand out from all the rest.
APPLE – Harmony & Splendor
Decades ago Apple made the conscious decision to make every product beautiful and easy to use. The outcome was a series of powerful devices that were slick and intuitive; they just made sense and were better than any alternative. Not only did Apple push innovation on a feature level, but they also integrated an overall experience. From purchasing, to opening the packing, to using the product, to getting technical support; every step was designed to make people feel great.
“It is not the strongest of species that survives, nor the most intelligent. It is the one that is most adaptable to change.” – Charles Darwin
Creative Director at Sonic Boom