News & Views

Contagious 43 / Out Now

by Contagious Team

What can brands learn from Xiaomi, the world's most valuable startup? How has Japanese mobile messaging app Line grown from a back-of-the-beer-mat idea to a $16bn tech powerhouse in just four years? What are some of the classic mistakes that brands make when it comes to online content? Contagious 43, our jam-packed, Cannes-tastic latest issue answers these questions and many more.

Issue 43 of Contagious is winging its way to subscribers around the world, and here are a few of the pieces that readers can look forward to...

Our Cannes Contenders piece flags the work that we’d be fighting for if we were in the jury room, and includes insights from interviews with the people behind the campaigns that reveal why the work is so successful. Special thanks to one of the contenders - Grey London - whose LifePaint work for Volvo gleams on the cover. Chris Barth also considers the Cannes Lions Festival of Creativity. He looks at the campaigns that have taken home trophies in previous Cannes Lions Festivals to figure out exactly what makes juries sit up and pay attention in our Insider segment.

Elsewhere in this issue we look at influence – Chloe Markowicz interviews Dr Karen Nelson-Field about why viral videos don’t work the way you’d think and our Wildfire interview with Dr Erin Marie Saltman of the Institute for Strategic Dialogue covers how the London-based think tank is working with creatives and tech giants to counter violent extremism. In Up At Night Sergio Valente, head of comms at Globo, the world’s second-largest television network, discusses the brand’s responsibilities and competition.

This issue also features in-depth case studies on super successful Japanese messaging app Line and innovative home improvement retailer Lowe’s as well as a primer on what brands can learn from Xiaomi, the world’s most valuable startup. Dan Southern’s sector focus on hotels looks at how hotel groups are evolving to keep up with customers’ expectations. Small But Perfectly Formed, our quarterly look at the startups punching above their weight, includes pieces on Slack, Confide, Dolfi and Lisnr.

Alex Jenkins considers the part that brands can play in cyber bullying and Lucy Aitken delves into industry initiative #IPASocialWorks to explore the IPA research that sheds light on social media's effectiveness and potential beyond advertising.

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