Event

11 January 2021

Most Contagious APAC: Agenda 

Here's the full lineup of what's in store on 9 March

Please note that all times listed are in AEDT. Visit the main event page here for more information.

9 March 

9:00 – 11:45am Contagious Classics 

The ‘Contagious classic’ sessions will deliver behind-the-scenes insights from the CMOs and agencies responsible for some of the most talked about brands and campaigns from the Contagious archives. Presented by Contagious co-founder, Paul Kemp-Robertson, it’s binge-viewing at its most insightful!

Patagonia / Rick Ridgeway, VP Environmental Affairs, Patagonia

Palau Pledge / Laura Clarke, Palau Legacy Project

Fearless girl / Tom Murphy & Gemma Craven, McCann New York

Volvo Trucks: Live Tests / Tobias Nordström, Forsman & Bodenfors

Gillete: The Best Men Can Be / John Patroulis, Grey & Pankaj Bhalla, Procter & Gamble

Oatly: The Oatly Department of Mind Control / John Schoolcraft, Oatly

Barbie / Lisa McNight, SVP Mattel

// LUNCH BREAK – All Breakout Rooms open to explore //

1pm Welcome / Alex Jenkins, Editorial Director, Contagious, Katrina Stirton Dodd, Editor at Large, Contagious

1.05 – 1.15 The Contagious year / Pt 1 Alex Jenkins, Editorial Director, Contagious

The last twelve months have put everyone through the wringer, and brands and businesses have no shortage of issues to address... In our scene-setting opener to Most Contagious APAC, we’ll look at the themes that defined the year in creativity.

1.15 – 1.35 ASB / Borrow the All Blacks: Claire Bradbourne, Head of Strategy, Hadleigh Sinclair, Jack Delmonte, Creative Directors, WiTH Collective, Emma Barker, Head of Business Marketing, ASB

Sports and sponsorship have been hurt by Covid, but small business have been hit harder still. Find out how NZ retail bank ASB tackled both those problems by lending out the country’s Iconic All Blacks rugby players to star in 100 ads for local enterprises (in a lockdown).

1.35 – 1.50 R/GA / The Power of Brand Relationship Design: How to create meaningful post-purchase experiences Tuomas Peltoniemi, EVP, Managing Director, R/GA APAC

Why do customers buy the same brand, product or service more than once? This question drove R/GA to conduct a global proprietary research study to uncover what creates successful post-purchase experiences. In this APAC-focused talk, you’ll learn six fundamental insights into what drives repeat product purchase and service use across the Asia-Pacific, along with what brands need to consider when creating lasting relationships with their customers.

// SHORT BREAK //

2.00 – 2.20 Colenso BBDO, MARS / Pedigree: Designing a better future for dogs Dan Wright, Group Executive Creative Director, Ahmad Salim, Group Business Director, Colenso BBDO, Jane Wakely, Lead CMO, Mars Incorporated

Selling dogfood might not seem sexy, but the longstanding relationship between Pedigree and Colenso BBDO has produced some of the most enviable advertising of the decade. They’ve applied purpose to petcare and championed dog ownership. Find out how investing in creativity and innovation has taken the brand from advocate to activist and a leader in its category.

2.20 – 2.40 Burger King / I made Moldy Whopper: roast me Fernando Machado, CMO, RBI

‘Awards-bait’. ‘Made for the industry, not consumers’. ‘Is this really the best way to sell a burger?’ In this session Most Contagious meets Mean Tweets as the man who made the Moldy Whopper faces down his harshest critics.

// SHORT BREAK //

3 – 3.15 Contagious / Is brand activism a good strategy? James Swift, Online editor, Contagious

Good citizenship or corporate conceit? More brands are using their advertising to advocate divisive social and political issues, but do they really understand the effect these messages have on their customers and business? James Swift explores the burgeoning body of academic research for answers. 

3.15 – 3.35 Berocca / Get Supercharged at 2pm Maria Cristina Sarmiento, ASEAN Brand Lead, Berocca, Bim Gutierrez, Head of Digital Marketing & e-commerce ASEAN, Thai Peng Mak, Vietnam Country Division Head, Thinh Bao, Country Digital & e-commerce Lead Vietnam, Lan Bui, Marketing Manager, Berocca Vietnam - Bayer Consumer Health, Minxia Shen, ASEAN Category Lead, Nutritionals, Bayer Consumer Health, Tu Tran & Vinh Bui, Creative Leads, Carnival, Khoi Nguyen, Business Head, Mediacom Vietnam, Jane Pham, Channel Partnership Manager, TikTok Vietnam

From medicinal pick-me-up to everyday energy boost: Berocca reframed its product and found its fizz by turning to TikTok... The inside story of how making a song and dance has helped a multivitamin live its best life in a bigger and more valuable category.

3.35 – 3.55 Bodyform (Libresse) / Own the Womb Margaux Revol, Strategy Director, Sarah Hore-Lacy, Senior Account Director, Nicholas Hulley, Executive Creative Director, Nadja Lossgott, Executive Creative Director at AMV BBDO, Tanja Grubner, Global Marketing and Communications Director, Essity

They revolutionised the category by showing actual period blood. They exploded body shame in Viva la Vulva. What next? The team behind the taboo-busting Wombstories campaign on tackling toxic silences and single female narratives.

4 – 4.10 The Contagious Year / Pt 2 Katrina Stirton Dodd, Editor at Large, Contagious

With the new decade off to a challenging start, brands and marketers are under more pressure than ever to step up. Part 1 of The Contagious Year put issues from climate to capitalism in the spotlight: in Part 2 we’ll get into what you need to do about them.

4.10 – 4.30– BBH Singapore, Sentosa Development Corporation / Virtual Sentosa Rebecca Ash, Head of Strategy, Sascha Kuntze, Chief Creative Officer. Kenneth Foo, Senior Art Director, BBH Singapore, Mira Bharin, Divisional Director, Marketing and Guest Experience, Sentosa Development Corporation

What do you do when your client is a holiday destination and their idyllic ‘State of Fun’ is suddenly in a state of lockdown? You rebuild it attraction by attraction in Animal Crossing. Find out how Virtual Sentosa became the feelgood hit of the pandemic!

4.35 – 4.50 Contagious / The Great Reset Patrick Jeffrey, Head of Advisory, Contagious

Rampant capitalism is failing us. Business is fundamentally broken, demands too much from the planet and enriches too few people. In this session, we’ll look at the arguments fuelling these concerns and ask: what must brands do next year to help drive positive change?

4.50 Contagious / Review and wrap Alex Jenkins, Editorial Director, Katrina Stirton Dodd, Editor at Large

// ROUNDTABLE  – All breakout rooms open to explore  //

5.00 – 6.00 – Roundtable discussion: Verizon / Dare to Unleash 

How can a brand create meaningful conversations? And how do these conversations translate into increased brand awareness to create sustainable business growth in the long run? Join the Verizon Roundtable discussion and hear how brands can create successful cross-market digital campaigns by utilizing culture, media platforms and opinion leaders.

6 – 8.45pm Contagious Classics (re-run for different timezones)

Most Contagious is where the people behind business-building, award-winning, world-changing creative share what really made their campaigns work. If you want to learn from the best, treat yourself to an illuminating morning of classic sessions from our most inspiring speakers. Presented by Contagious co-founder, Paul Kemp-Robertson, it’s binge-viewing at its most insightful!

Patagonia / Rick Ridgeway, VP Environmental Affairs, Patagonia

Palau Pledge / Laura Clarke, Palau Legacy Project

Fearless girl / Tom Murphy & Gemma Craven, McCann New York

Volvo Trucks: Live Tests / Tobias Nordström, Forsman & Bodenfors

Gillete: The Best Men Can Be / John Patroulis, Grey & Pankaj Bhalla, Procter & Gamble

Oatly: The Oatly Department of Mind Control / John Schoolcraft, Oatly

Barbie / Lisa McNight, SVP Mattel

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