Event

12 January 2021

Most Contagious USA: Agenda 

Here's the full lineup of what's in store on 27 Jan...

Please note that all times listed are in Central Time (CT). Visit the main event page here for more information.

08:00 – 10:45am 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 //

12pm Welcome / Alex Jenkins, Editorial Director, Contagious, Katrina Stirton Dodd, Editor at Large, Contagious

The Contagious year / Pt 1 Alex Jenkins, Editorial Director, Contagious

The themes that defined the year in creativity.

Samsung x Netflix x Aviation Gin / Talk-within-a-talk-within-a-talk Grace Dolan, VP Home Entertainment Marketing, Samsung, James Rowe, adam&eveDDB NY, 

A ‘sea of sameness,’ a tough sales target, three clients and a movie star to wrangle. Join us for a talk-within-a-talk-within-a-talk on how to create a campaign featuring a blockbuster movie, a super big QLED TV, and Ryan Reynolds’ gin.

Ipsos /  Why brands should learn Cultural Fluency Pedr Howard, Creative Excellence, Ipsos

2020 was a seismic year that none of us will ever forget. Now it’s time to look forward. We often hear talk about a ‘new normal’ but what does that mean? Just because it will be ‘normal’, doesn’t mean the world will be how it once was. In fact, 2021 presents us with an opportunity: some things should not be the same as before and this is perhaps a time for change. Ipsos has new data to show that there is huge opportunity for brands who show a deeper understanding on social and cultural issues, in ways both small and large.

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. 

// SHORT BREAK //

1pm Dove / Courage is Beautiful + the Campaign for Real Beauty Daniel Fisher, Global Executive Creative Director, Ogilvy; Maureen Shirreff, Creative Director, Ogilvy; Alessandro Manfredi, Executive Vice President, Dove; Sophie Van Ettinger, Marketing Vice President, Unilever 

While many brands struggled with how to show up in a pandemic, Dove nailed the mood and the moment with Courage is Beautiful, a pitch perfect tribute to frontline medical staff. Find out how their 16-year Campaign for Real Beauty has shaped the identity and guided the actions of the brand through good times and bad.

R/GA / R/GA’s CX Report: Why the moments after purchase are the ones that really matter Ben Williams, Global CXO, R/GA; Ellie Bamford, Head of Media, R/GA

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 talk, you’ll learn six global insights into what drives repeat product purchase and service use, along with what brands need to consider when creating lasting relationships with their customers.

The One School / Build Your Own Pipeline Oriel Davis Lyons, Founder of The One School

What inspired the creation of One School, the first online portfolio school for Black creatives founded this summer? Oriel Davis-Lyons will pass on tips and advice to anyone thinking of starting their own diversity program and explain why the industry's lack of diversity starts at school.

// SHORT BREAK //

2pm Reddit / Up the Vote Roxy Young, Chief Marketing Officer, Reddit; Tiffany Rolfe, Global Chief Creative Officer, R/GA

Content on Reddit receives an average of 165 million votes per day—millions more than were cast in the 2016 Presidential Election. Numbers like these are why Reddit x R/GA launched Up the Vote, an effort to get redditors to vote where it matters most: at the ballot box. In this conversation, the Reddit and R/GA team will discuss how the events of 2020 motivated them to use the brand’s first-ever marketing initiative in service of a message benefitting the larger community. And US democracy

Contagious / Virtual Necessity Becca Peel, Strategist, Contagious

With brands compelled to push more of their business online, we’ll look at the challenges and opportunities this presents: who is making it work, and how? As almost every aspect of our lives now has a virtual equivalent, we’ll examine the implications for brands and their agencies.

Adrenaline Shot / Jamal Parker, creative, The ONE School

What one creative learned while freelancing as a poet for brands and businesses during the Covid-19 crisis – and why it’s essential to pay artists on time

Lively / Why marketing needs to change Mike White, CEO and Mark Mitchell, CIO, Content & Digital, Lively.

Marketing is evolving faster than we ever imagined, with the amount of choice available changing at speed. Technology and content play a central role in creating live experiences that resonate emotionally and enhance connections with audiences. That's exactly what Live Marketing is, and it's what Lively was founded on. The future is about being live and connected - join us to find out how.

// SHORT BREAK //

3pm The Contagious Year / Pt 2 Katrina Stirton Dodd, Editor at Large, Contagious

The themes that defined the year in creativity, continued.

Planters Peanuts / #RIPeanut Vikram Singh, Vice President Marketing, Strategy & Development, Kraft Heinz; Nick Miaritis, EVP, VaynerMedia

What does it take to reboot 104 years of brand equity and a mascot that’s struggled to move with the times? Planters Peanuts and VaynerMedia will break down the thinking behind the difficult Super Bowl debut of Baby Nut – and the impact it’s had on the brand.

Adrenaline Shot / Jasmine Williams, creative, The ONE School

In search of a mental boost and a much-needed link to the great outdoors when you are stuck inside? What biodiversity in nature (and houseplants) can teach us about the importance and positive effects of diversity & inclusion.

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.

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?

Contagious / Review and wrap Alex Jenkins, Editorial Director, Katrina Stirton Dodd, Editor at Large, Paul Kemp-Robertson, Co-Founder, Contagious

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

5.15 – 8pm Contagious Classics (re-run for those on west coast)

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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