CMO Council Interview Sequence with Angus Frazer and Jonathan Hopkins, Co-Founders of Sonder
The CMO Council / Clever Marketer Interview Sequence options artistic and impactful folks from all corners of the advertising and marketing world – Founders, C-Suite executives, and influential voices in the neighborhood.
At present’s Friends are the co-founders of the Australian media firm Sonder, Angus Frazier and Jonathan Hopkins. Sonder, primarily based in Sydney, New South Wales, Australia, is called the impartial authority on owned media. The corporate has valued & unlocked over $12Bn of owned media worth throughout 14 business sectors, in 22 totally different nations for companies like American Specific, Virgin, 7-Eleven, KFC, Shell, British Airways, Mastercard, Telstra, Woolworths Group, and plenty of extra.
Previous to founding Sonder, Angus was Basic Supervisor of media shopping for company Carat and labored in numerous strategic and media planning roles in Australia and the UK. All through his profession, he has overseen the funding of billions in media on behalf of the world’s greatest advertisers.
Jonathan’s expertise pre-Sonder included time as CMO of progressive music video platform Vevo and Managing Director of strategic media company, Razor. Jonathan has been acknowledged as one in all AdNews’s ‘40 beneath 40’ and received marketing campaign of the yr with Nike.
The 2026 Sonder Owned Media World Report, developed in partnership with the CMO Council, reveals the true scale of a quickly rising development engine: a $573 billion international business alternative that the majority manufacturers and retailers have but to totally unlock.
This complete report sizes the worldwide marketplace for owned media, retail media and commerce media marketplace for the primary time and reframes the place the following wave of development will come from.
At present’s dialog will intently study the findings from this report and dive deeply within the subject of owned media.
Time Stamps for the Time Starved:
0:50 – Sonder Media Intro
2:00 – Sonder 2026 Owned Media Report
2:40 – Favourite Reads
5:05 – Origins of Sonder Media
10:09 – Defining Owned Media
16:30 – The State of Retail Media Networks
19:40 – Overview: 2026 Owned Media Report
22:00 – What’s the Way forward for Knowledge Monetization?
23:30 – Key Report Findings
26:35 – What Entrepreneurs Can Study from Key Findings
29:20 – Calculating ROI for Owned Media
33:57 – What CMO’s can Take Away from the 2026 Owned Media Report
35:20 – Predictions for Owned Media in 2026
About our Friends
Angus Frazer, Co-Founder, Sonder
With over 25 years of expertise in international media roles, Angus has labored with main advertisers in each strategic and government capacities throughout the EMEA and APAC areas. As a pioneer of owned media, Angus co-founded Sonder to offer strategic recommendation, knowledge, and know-how to companies looking for to maximise income and development by means of the media they personal and management.
Since its inception, Sonder has helped a few of the most superior owned media organizations globally, together with Harrods, British Airways, American Specific, and native leaders, together with Woolworths, Optus, Coles Group, Officeworks, Telstra, and David Jones.
Jonathan Hopkins, Co-Founder, Sonder
Jonathan is an skilled media and advertising and marketing government with over 25 years of expertise at media companies, media house owners, and advertising and marketing roles. Jonathan was beforehand CMO for music platform VEVO in Australia & NZ and Managing Director of strategic media company, Razor.
Over a number of continents, Jonathan has led companies and types on a mission to disrupt, innovate, and problem class norms. His contribution has been acknowledged by the business, being beforehand acknowledged as one in all Australian advertising and marketing’s 40 beneath 40.
