Rob Tonkin

Alternative Radio Pioneer

In addition to making significant contributions to syndicated content, I had the opportunity to help introduce the “alternative” radio format while at San Diego’s 91X. As director of marketing, I implemented the “X-pose the X” contest, where participants were asked to come up with the most creative way to put the 91X logo in the spotlight for a prize of $25,000. This campaign was extremely successful in inspiring the creativity of listeners, with entries ranging from an “X” of skydivers and clay animation commercials to a handcrafted 91X button worn by Valerie Bertinelli during her SNL monologue. This program resulted in immense exposure for the station and led to a local TV special showcasing the entries.

Brand Promotions

It is my firm belief the most effective mechanism for brand promotion is one-on-one interactions with potential consumers. Entertainment properties function as a venue for these personal connections to take place via peer-like brand ambassadors acting as “broadcast towers” for the brand’s message. Word of mouth acts as a potent ingredient and empowers brands to authentically connect with the desired demographic.

This experiential approach has proven immensely effective not only in my ventures with the Honda Civic Tour, but with LA’s Pirate Radio Harley Girls as well. The Harley Girls were a band of female motorcycle riders who promoted the radio station through event appearances and received national attention as an innovative and compelling advertising campaign.

Lifestyle Marketing

Contextually immersing brands into the “passion” of their consumers breathes new life into advertising and cultivates authentic interception among audiences. I have an expertise in creating atmospheres where consumers hear, feel, see, smell, and taste the essence of a brand in an environment resonating with their lifestyle.

I co-created the 1988 Swatch Impact Skate Tour, which featured pro-skaters, BMX riders, and music before extreme sports — as well as tour sponsorship — entered the mainstream. In 1995, I acted as a consultant for the Warped Tour, where we forged new ground by placing youth-oriented brands at the forefront of the festival. This tour was subsequently renamed the Van’s Warped Tour and remains the longest-running youth marketing music tour in the US.

Eco-Ideas & Healthy Living

Over the years I have proven my innate ability for detecting trends in their developmental stage. In addition to recognizing bands before they hit the tipping point of success, I was utilizing eco-conscious marketing in its infancy and continue to do so in my work with American Honda Motor Co., Inc.

My newest business venture, Agents of the Future, addresses the challenges and opportunities we are presented with as a global community. We are in the midst of a dramatic paradigm shift in which ecological efficiency and sustainability have become a fundamental consideration in our decision making processes. Agents of the Future is a talent management firm representing some of our culture’s most distinguished and thought provoking visionaries.