Sonder’s mission is to turn complexity into clarity for media owners, delivering the certainty to act, the structure to scale and the results to lead. Companies working with Sonder should feel empowered to align people, platforms and performance around one clear goal: owned media that delivers.

Sonder was founded in 2015 by Jonathan Hopkins and Angus Frazer, two seasoned media leaders who spent decades at top global agencies including McCann, Dentsu and Carat and stints as CMOs. With deep roots in media strategy and leadership roles across brands like GM, UPS, Microsoft, T-Mobile, Nike, Expedia, Citibank, Dyson and Vevo, they knew first-hand how much time, money and energy marketers pour into acquiring external audiences.

But what they also saw was an overlooked opportunity hiding in plain sight: the value of a brand’s own channels, its stores, websites, magazines, emails, social accounts, apps and more. While the industry was focused on buying attention, they asked a better question: what if brands started with the media they already own? That question became the foundation of Sonder, a business built not to follow trends, but to change how media is valued, measured and monetized.