Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Sonia Danner
Why every media plan needs a Buzz Lightyear moment
Opinion Buzz Lightyear is not the only disruptor making a comeback; direct mail is also on the smart marketer’s radar for 2026, says Marketreach’s Sonia Danner. It’s time to celebrate the 30th birthday of one of the great disruptors – I don’t mean Hotmail, Windows 95 or the launch of Amazon.com. We’re talking, of course, about Buzz Lightyear of Star Command. Pixar’s Toy Story gang arrived in cinemas 30 years ago and was soon universally embraced.
If I only had a plan: Marketing lessons from Oz
Inspired by Wicked: For Good, Sonia Danner looks into the common shortcomings of marketing. Senior Marketer Marketreach The time is upon us. No, not Christmas: the launch of Wicked: For Good in cinema,just in time to bring music and magic into our colder days and darker nights. After last year’s Wicked: Part One, cinemas are reporting that advanced sales for the film were double that of its predecessor. But the new movie has much more to offer than just 138 minutes of song.
Let’s get physical: why playfulness can be a powerful drive to action
Focusing on the fun in creative to form authentic connections between brands and consumers. Senior Marketer Marketreach Marketing can be serious business.Consumer confidence and spending are taking a dip, whilebusinesses are becoming more cautious on investment, leading to increased requirements for differentiation and cut-through. But we don’t always have to be so serious. In 2025, let’s play up the playfulness.
Competing for attention: there’s a better way! - MediaCat
Of course, getting and measuring our attention is genuinely about engagement. But as we increasingly focus on the impact of attention, we are playing into a digital world ever more cluttered with platforms and brands and ever more ‘real time’. This begs the question, are we too focused on the immediate impact of attention?
Work hard play hard: How playfulness delivers results for brands
Communications that spark curiosity, creativity, and engagement don’t always need to be online, says Marketreach’s Sonia Danner Senior Marketer Marketreach In today's fast-paced world, the mantra "slowly slowly catchy monkey" has taken on new significance as we witness the acceleration of slowing down.
Could Measuring Your Channel’s Life Cycle Help the Ad Industry Become More Sustainable?
By Sonia Danner, Senior Marketer at Marketreach Whether it’s baking temperatures in Delhi or flooding in Florida, there’s no doubt of the environmental impact our collective actions are having on the Earth’s fragile ecosystem. The climate issue is impacting our everyday lives, and many of us are becoming increasingly conscious of our own ecological footprint. The sustainability agenda has also become of growing concern for businesses.
The rise of a new ‘Fight or Flight’
In 1915, American physiologist Walter Bradford Cannon described the fight or flight response in animals as ‘a series of bodily changes,‘ including an increased heart rate, respiration, and flow of oxygen and energy to the muscles. These bodily changes were supposed to help increase the chance of survival, by readying the body for either fighting or running. They were physical responses to life-threatening situations.
The fight for consumer attention
One thing is certain in brand marketing: the competition For thousands of years, brands have battled in countless ways to cut-through and gain customer attention in highly competitive environments. Whether it is via colourful floor mosaic advertisements in Ancient Rome or the modern data-driven multichannel approaches used today, brands have always had the same objective — to stand out and grab attention of the time-poor potential customer.
Rumble young creative, rumble
In this (somewhat different) piece, two creative directors from B-Reel imagine the creative process in terms of a boxing match: each round with a different opponent and how to overcome them. In the blue corner we have the idea, full of guts, glory and passion. In the red corner, some of its most feared enemies — all ready to slice, dice and kill at first sight. Will you and your idea make it through all rounds or will you throw in the towel? Let’s get ready to rumble.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Sonia
Contact Sonia, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack