Contagious / Issue 32
Some of the highlights from the latest issue of Contagious
Copies of Contagious' latest issue will be with subscribers early next week, but we wanted to share some of the highlights with you.
Case studies include an in-depth feature on Coca-Cola, by Katrina Dodd, looking at the brand's Liquid and Linked strategy and its 2020 Vision roadmap, to see how it aims to achieve its ambitious growth targets of doubling system revenue and servings by 2020.
Lucy Aitken's case study on US fast food chain Chipotle allows us to look at the strategy that led to two Cannes Grand Prix, shunning traditional advertising and making sustainability a hot topic along the way. The brand has worked with talent specialists Creative Artists Agency, Los Angeles, to develop its Cultivate platform, through which it can share the company's story and ethos through short films, music, a loyalty programme and events.
Elsewhere, we feature students shortlisted for Lowe and Partners' Nova Award for Fresh Creative Talent, celebrating best in class students from Central Saint Martins, London. Selected students are featured in Upstarts and work from the shortlist is also featured on the cover, such as Juan Juan Hu's jewellery, above.
Arwa Mahdawi takes a look at developments in the Experience Economy, as our data-driven lives change the value we place on experience. Will Sansom's feature on Auto Alliances explores how automotive manufactureres have begun partnering with some of the world's largest technology companies to drive a new generation of collaborative, connected experiences.
David Droga shares his conviction that just because you can advertise doesn't mean you should, and Martin Lindstrom looks at beliefs held by startups dedicated to moving fast and breaking things. An interview with Stefan Olander, Nike's digital vice president, covers FuelBand's Cannes double Grand Prix success, agency partnerships and reimagining business.
Issue 32 also features the best campaigns and marketing innovations of the last quarter from around the world, leading new design, technology and CSR initiatives, trends such as Digital Downtime, Retail and how Luxury is managing to maintain its value.