News & Views

Contagious Now / Next / Why 2017

by Contagious Team

On the morning of 9th May, Now / Next / Why will take over the Curzon Cinema in Soho, London.

It’s a tough world out there, but our Now / Next / Why event is here to help. For the 2017 event, Contagious has identified three major challenges facing the marketing industry. On stage, we’ll explore proactive ways in which brands can react to people’s attitudes towards trust being radically changed by technology. In a world that is increasingly connected yet ever more divided, we’ll examine the urgent need for brands to keep in step with people’s values and ensure they matter in culture. Looking to the future, we’ll also confront the reality of sentient machines competing with humans to create content that resonates with consumers.

 

Tackling Trust /

Fake news, unreliable polls, over-hyped metrics – it’s almost impossible to know who (or what) to believe these days. For our annual Genius Survey, Contagious asked a cross-section of global industry leaders what the most important challenge of 2017 is, and the answer came back loud and clear: trust.

During this session, Contagious Head of Trends Patrick Jeffrey will explore how technology is radically changing our attitudes towards trust. He will explain why businesses need to consider these implications and offer practical advice for how marketing can boost brand performance by helping to build trust, both within and outside an organisation. We’ll also hear from Mathias Wikström, CEO of RBK Communications, and his client Bank of Åland, who will explain how even the financial services can be trustworthy.

Catching Up With Culture /

Are brands losing touch with culture? In a fast-moving world that is more connected and yet more divided, staying relevant to people’s changing interests, values and aspirations are harder than ever before. Sidestepping jargon, this session will provide practical, strategic insight into how brands can rethink and rewire themselves to matter more in culture today, with talks from both Georgia Malden, Contagious Insider’s Director of Projects, and Mattias Ronge, CEO of Edelman Deportivo in Stockholm – the agency that topped our 2017 Contagious Pioneers list.

Computational Creativity /

Creativity may be intrinsically linked to effectiveness and possibly one of the last competitive advantages that a brand can wield, but what happens when computational creativity allows machines to generate creative marketing at the same level as a human? Contagious Editor Alex Jenkins will answer this question (hopefully, better than a robot could), by explaining that this doesn’t mean the death of an industry, but a vital need to understand and work with computational creativity from the outset.

As an added bonus, we will deliver to you a snapshot of

Post-Social Media /

Gone are the days when a hashtag was the be-all and end-all of any social strategy. Now, marketers must contend with unmeasurable content on dark social and platforms that have no ability or, at best, no intention of letting brands link out to external sites. As networks become a lot less ‘social’ and a lot more ‘media’, Contagious Researcher Kristina Dimitrova will explore the challenges, opportunities and urgent actions for brands in a post-social world.

 

Join us to explore and tackle the biggest brand challenges of the year at Now/Next/Why 2017 on 9 May. Book your Early-bird ticket at london.nownextwhy.com on sale until March 31, 2017

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