News & Views

Contagious 51 / Out Now

by Contagious Team

The latest issue of Contagious is out now, with an ink-splattered cover celebrating our Tiger Beer case study. Here's a taste of what else weve covered.

Looking for something to read on the plane on your way to Cannes? Or something to fill quiet afternoons in the office while everyone else treads the Croisette? Look no further: issue 51 of Contagious Magazine is on its way to subscribers and can be read online here.

The latest issue features a deep dive into the marketing strategy of Tiger Beer as the brand seeks to become the world’s first premium Asian beer. We’ve also written a comprehensive case study of how Adidas Football snuck one past Nike to become the hottest boot brand in the game. Pay special attention to that one if you’re looking for examples of dark social marketing done well.

We’ve also interviewed Robert Cialdini, the poster boy of persuasion, about his latest book Pre-suasion: A Revolutionary Way to Influence and Persuade. Cialdini talks to Contagious about how brands can prime audiences to be more receptive to their messages.

McCann gives us the strategy behind the most talked about piece of commercial creativity of the year, the Fearless Girl statue for State Street Global Advisors, which is a hot favourite to bag the most prestigious Lions at Cannes next week.

Trust: it’s potentially the most pressing matter facing brands right now. We worked with J Walter Thompson in London to ask a cross-section of people what trust means to them today and then spoke with experts like author Rachel Botsman to understand the macro trends affecting trust, to help brands navigate this thorny issue.

All told, Contagious issue 51 is an enlightening read. That’s a brand promise you can trust.