Most Contagious London 2022 /

When you’re competing with the most valuable brand in the world how do you get your product embedded in the psyche of their loyal fans and lure them into trying something new? Samsung’s Join the Flip Side campaign made it look easy, touching a nerve with the public and helping them see the world – and their phones – differently. Join the people behind the work to learn how this habit-busting idea emerged as one of the most entertaining and memorable ads of the year

No-one really expected a cat food brand to launch the world’s biggest coral reef restoration project, but Hope Reef is the (literally) living proof that purpose and hard-nosed pragmatism go hand in hand. Find out what it took to get this double grand prix-winning initiative off the ground – and into the water – and why this is just the beginning

When your own shareholders are putting the squeeze on purpose and holding your brand up for ridicule, it’s time to get out and spread the word about what clear values have been doing for your bottom line. Find out how fighting food waste has galvanised the world’s leading mayonnaise brand – and consumers – to tackle ‘fridge blindness’ and make Terry Smith eat his words

How do you make an airline with a 102 year history feel modern? How do you restore optimism to a category that’s been battered by travel restrictions and is facing challenges around sustainability? Join Uncommon and BA to find out why 500-plus unique ads were just the ticket to reconnect consumers to the magic of flying.

Pushing pre-loved products in a world that worships the new is no walk in the park – but French newcomer Back Market has parlayed irreverence and ingenuity into a brand that’s both aspirational and sustainable. Find out how an upstart marketplace for refurbished tech found its voice – and became the most valuable startup in France

Museum tours don’t usually set out to challenge the historical record and subvert the institution they take place in – but three Grands Prix from Cannes suggest that sometimes it’s worth shaking things up a bit. Find out how – and why – an agency 5000 miles away changed the narrative around the British Museum’s ‘stolen goods’

There’s a saying that goes ‘If you want to destroy a nation, kill its culture’. As Putin’s war in Ukraine drags on, the battle to ensure that its culture is preserved is being waged with mobile phones, state-of-the-art scanning technology and and an eye on the future. In this session we’ll hear how a project started by ad agency Virtue is creating a virtual blueprint for the country’s buildings and artefacts – captured by the people, for the people – that cannot be erased

At Contagious, we’re committed to helping our audience to understand the business impact of creativity. So when someone pushes back against the most influential marketing doctrine of the last ten years, we want to hear more. In this session Professor Felipe Thomaz spells out the problem with the ‘over simplification’ of marketing, the truth about differentiation and the role of creativity

What are the key trends that will shape the coming year in politics, business, technology and culture? Tom Standage, editor of The World Ahead, the future-gazing report series published by The Economist, provides a whistle-stop tour of what to expect in 2023

Image-generation tech has hit headlines around the world in 2022, intensifying debate about the automation of creativity and the implications for brands, agencies and the people they employ. DALL-E 2 may hint at what’s to come, but whether you believe in art or algorithms, understanding the creative – and commercial – potential is an essential part of every marketer’s toolkit

It’s been a tough year for the Web3-curious. The NFT scene peaked – and then troughed. The dawn of the Metaverse? As yet unbroken. But the potential of Web3 continues to fascinate marketers with an eye on the future. Is there enough substance to merit that attention and where is the value for brands with ambitions to embrace the Web3 world?

We’re about to find out if constraint really does increase creativity… Having seen off the worst of the pandemic, 2022 has racked up a whole new set of economic challenges for brands and businesses to negotiate. From energy prices to inflation, consumers are feeling the pinch and watching the pennies: so how do brands respond?

Advancements in data and technology, and the disruption of a global pandemic have radically reorganised the world of marketing communications – changing how people consume media, what they expect from brands, and even how marketers work together. Drawing on key insights from PHD’s new book, Shift | A Marketing Rethink, this session will show you how to navigate these changes and help your organisations survive and thrive in the future

Gaëtan started his career as a copywriter at CLM/BBDO in 2004. He’s now 42 years old and works at Marcel as CCO. Along with his creative partner, Youri Guerassimov, he has produced outstanding and award-winning work for a large span of national and international brands. Gaëtan is one of the most awarded French creative of his generation and has won more than 200 awards. He's also been honored to take part in the judging of many advertising festivals (including Cannes Lions X2, D&AD and One Show). He is a happy husband and a father of three. He tries to spend more time with them than with Youri. Yes, he tries…

Christina leads Hellmann’s, one of Unilever’s biggest food brands found in millions of homes across the world. 26 years ago, her PhD in Chemistry took her into R&D at Unilever, an MBA then into Marketing. Christina served in multiple roles across Unilever’s Foods business and now brings her expertise to both the science and communications of sustainability and purposeful brands. Next to Hellmann’s and Dressings, Christina leads the food waste agenda across Unilever and she is member of the Champions 12.3 Consumer Behavior Change taskforce.

Regan is a Global Creative Director at Ogilvy UK, with over 20 years experience passionately telling stories for clients, leading creative teams and striving for positive change in our industry. This year she led transformative work for Hellmann’s surrounding COP26, highlighting that food waste is accountable for 10% of all global greenhouse gas emissions. She has also been a key figure in driving the agenda for Dove’s Real Beauty campaign. Alongside her disruptive and creatively challenging work, Regan is an active mentor and co-chairs Ogilvy’s internal inclusion network, Ogilvy Equals.

Tom Standage is Deputy Editor of The Economist and editor of its future-gazing annual, The World Ahead. He is also the author of seven history books, including “The Victorian Internet” (1998) and the New York Times bestsellers “A History of the World in 6 Glasses” (2005) and “An Edible History of Humanity” (2009). Tom studied engineering and computer science at Oxford University and has written for other publications including the New York Times, the Guardian and Wired, taking a particular interest in technology's social and historical impact.

Chrissy Smith is a senior art director at VIRTUE Worldwide – the agency powered by VICE. As a creative specialising in web 3.0 activations, Chrissy is a leader, mentor and inspiration to a new generation of fearless female creatives. She’s created her own ‘pay-it-forward’ crypto community (@mccm_nft) to help female artists break into NFTs and designed ‘The Screenwear Paper’, the first Wearable fashion report with THE DEMATERIALISED. This year alone her work on Backup Ukraine picked up 20 awards across Cannes Lions and New York Festivals including a Grand Prix in Digital Craft.

Mark Holden leads the strategic direction of PHD’s network of 100 offices. Driven by the belief that innovation is the key to delivering a disproportionate return on investment, his achievements include creating Omni Studio, the agency’s proprietary campaign planning operating system, which has revolutionised how brands approach global communications planning. Built to function as a massively multiplayer online game (MMOG), Omni Studio is used by the network’s 6,000 employees to create campaigns for global brands like Volkswagen Group, Diageo, Unilever, Chanel, HSBC, and HP.

Senior Board Account Director on Mars Petcare at AMV BBDO and ex biologist with a proven history in leading global integrated campaigns like Sheba Hope Reef and a passion for diving which she never thought would come in handy at work.

In the last 12 months, Morten Grubak, ECD Innovation at VIRTUE Worldwide – the agency powered by VICE – has led the launch of Coca-Cola’s first NFT, founded Virtue’s internal Innovation Lab, created a wearable report on digital fashion and established a Grands Prix-winning volunteer project to digitise Ukraine’s heritage. Grubak has led teams to win at every globally recognised competition, including several Grands Prixs at Cannes Lions and One Show best of discipline awards. With hundreds of media appearances a year, Grubak is an oft-requested speaker on culture-led brand action, creativity, and technology.

With over a decade of global brand building and purpose marketing experience. She’s a passionate ocean lover and PADI certified diver.

Felipe Thomaz is an Associate Professor of Marketing at Saïd Business School, University of Oxford, where he also acts as deputy director of the Oxford Future of Marketing Initiative. He is a researcher, inventor and entrepreneur; currently the Managing Director of the first business school research-based spinout in partnership with Oxford – a marketing tech company using algorithms from his research. He is an expert in marketing strategy with a focus on questions of effectiveness, efficiency, and appropriate portfolios of activities.

Claudia is an award winning creative who has yet to work in her home country. She started her career at Publicis Milan working for big clients, like Heineken and Diesel, alongside great talents. She still works alongside great talents but now at Marcel Paris. This year alone she has won 8 lions. She has also married her art director. That’s how much she loves her job. Or maybe she loves her job because she gets to spend 24/7 with her partner coming up with things that can hopefully change things.

Harsh leads Dentsu Webchutney and West mandate for Dentsu Creative India – including people, culture and business. Harsh now has 17 lions to his name, including Agency of the Year, a Titanium and a few Grand Prix. He manages people, culture and business at Dentsu Webchutney. He believes creativity needs to solve real-life problems - either marketers’ or consumers’. With more than 14 years in the industry, Harsh is pioneering digital-led creativity in India.

Katrina is Editor at Large at Contagious, responsible for event content and the programme of client briefings the team delivers for brands, agencies and conferences around the world. She was a founding member of the Contagious Advisory team and launch editor of Contagious Online, the company's strategic intelligence tool. Katrina has a long a history of writing about what happens when creativity and commerce collide, a fascination for innovation and an enduring love of music videos.

Global Strategic lead on Mars Petcare at AMV BBDO and the strategist behind Sheba Hope Reef. Originating from Australia, coral reef conservation is a topic close to her heart.

Annika is instrumental in driving best-in-class activities across all touchpoints for the mobile division, as well as shaping the direction and future of Samsung’s marketing and omnichannel operations in a rapidly evolving retail landscape. Having joined Samsung in June 2021, Annika brings a wealth of business and leadership experience to Samsung UK & Ireland, having previously held senior positions at 20th Century Fox and, most recently, at Three UK as GTM and Channel Management Director.