News & Views

Contagious / Issue 38 Out Now

by Contagious Team

Issue 38 hit subscribers' desks last week featuring case studies on UK retailer John Lewis and Irish bookmaker Paddy Power, an interview with Diageo's CMO Syl Saller and articles on corporate culture, how to develop insights and drone delivery 

Chloe Markowicz's case study on John Lewis goes in-depth on how the brand has used emotional advertising and a commitment to putting consumers first to win the hearts of British shoppers, acquiring one million new customers over the past year and increasing gross sales by 6.6% in the first half of 2013. 

Patrick Jeffrey meanwhile explores how renowned mischief makers Paddy Power are using data insights and editorial rigour to become a leader in the dynamic betting industry. He reveals the influential corporate culture behind their slick ecommerce operation, which has achieved 30% year-on-year growth for the past decade and announced a 22% increase in net revenue in its 2013 interim report. 

In this issue's sector focus Chris Barth looks at how music streaming services like Spotify, Pandora and Beats are jostling to appeal to new users, as technical, spec-based marketing gives way to brand partnerships, social connectivity and superior user experience. 

Our Up At Night interview this quarter is with Diageo's Syl Saller, who speaks to Ed White about why talent, agility and execution keep the CMO of the world's biggest distiller awake. And in our Return on Culture feature Americas editor Nick Parish considers how corporate culture, values and processes can become powerful communications collateral for brands. 

What else, you ask? Dan Southern speaks to Government Digital Service to find out how is a crack team of digital specialists is working to radically rewire the UK's government to put its citizens first. 

Insights are at the heart of marketing, but our understanding of them is based on old research, finds Ed White, who speaks to cognitive psychologist Gary Klein about the nature of insights and how to nurture them.

Our regular section on startups who are disrupting their competition takes in sectors including retail, coding, alcohol, medical aids and phones, featuring companies such as Industry City Distillery, Fairphone and Play-i, the latter featured on our cover.

This quarters' Wildfire Interview is with Matternet's founder Andreas Raptopoulos who discusses drones and disrupting delivery and distribution.

Contagious writers also share their opinions on current topics, discussing shifts in millennials' behaviour and consumption patters, developing paths to scalability for prototypes and the ethics of interruption on social media. 

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