Most Contagious / London
7 December / 9am - 6pm

Most Contagious delivers insights and inspiration that will help you create better, braver work.

At our unique event you’ll get the inside story on the most innovative and effective advertising campaigns of the year from the teams behind the work, learn about the trends that are shaping the industry, and much more.

It’s everything you need to understand modern marketing.

Barbie / The Most Contagious Brand of the Year

For more than six decades, Barbie has been an inspiration, an icon, and a lightning rod. In 2023 that convergence drew new voices, sparking powerful conversations in a zeitgeist where Barbie, Beyonce, and Taylor Swift are celebrated as peers. 

How did Barbie do it? Mattel’s EVP and Chief Brand Officer, Lisa McKnight, will reveal the human appeal of Barbie and how Mattel’s brands are evolving to lead in a whole new era.
 

McDonald’s / Raise Your Arches

Bow bow. Chick chicka chicka. McDonald’s ‘eyebrows’ ad became an instant classic when it was released at the beginning of the year, celebrated as an example of creative craft and how to play with brand codes.

And at Most Contagious, the team behind the iconic spot will serve up insights into how they cracked the challenge of needing everyone to love the brand, prepared for incoming legislation that inhibited their ability to advertise, and created an invitation to do what felt good.

Mastercard / Where to Settle

Mastercard built on years of financial inclusion initiatives to develop a tool to help refugees from the war in Ukraine find housing and employment in Poland.

The team behind the initiative will explain the importance of ‘data for good’, how they worked effectively with government, and why financial inclusion isn’t just a brand goal, but a business strategy.

Heinz Ketchup / Secret Sauce

The world’s most famous ketchup brand was in danger of going from iconic to nostalgic. This session will delve into how Heinz Ketchup leveraged its distinctive assets to break into culture and remind people that, when it comes to ketchup, it has to be Heinz.

Fiat / Operation No Grey

Grey might be the most popular car colour, but it doesn’t reflect Fiat’s vibrant Italian roots, which is why the brand has vowed to stop producing grey vehicles. This talk will divulge why Fiat decided to dip one of its cars (and its CEO) in a vat of orange paint to prove its commitment to la Dolce Vita. 

Dove / The Cost of Beauty

While social media is harming the mental health of three in five kids Dove won’t stand idly by. This session will highlight how the brand is galvanising people to take action when it comes to toxic beauty ideals, reinforcing Dove’s reputation in the fight against unrealistic beauty standards.

The World Ahead 2024 / 

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 2024.

For the Culture /

There is no external force more influential to human behaviour than culture, which makes culture the biggest cheat code for marketers or anyone with a vested interest in getting people to take action. With culture not only driving today’s consumption but also ushering the future of brand, this session is not to be missed.

Persil / Dirt is Good

As the laundry brand gears up to celebrate the 20th anniversary of Dirt is Good, Unilever’s VP of marketing will share how the platform has evolved over the years and how it continues to align with the zeitgeist to remain culturally relevant. Tati Lindenberg will discuss the challenges for Persil, as well its ambitions to become more of a lifestyle brand.

Creative Voices Stage /

Set within the breaks of Most Contagious, these three dynamic content lead sessions offer attendees a valuable chance to delve deeper into the day's themes and provide an exclusive peek into the evolving landscape of creativity. Featuring main stage speakers and up-and-coming talent, Creative Voices invites open discussions among speakers, experts, and peers, to explore the crucial topics shaping the future of creativity.

Fake New World /

How can we trust our senses now that generative AI and CGI tools can conjure up photo-realistic depictions of impossible scenarios? This session will explore some of the creative opportunities of fakery in music, entertainment and marketing and highlight the ethical issues brands will have to consider as they navigate a world where it’s become harder than ever to discern what’s real.

Resisting The Imitation Game /

Join us for a whistle-stop tour of the most jaw-dropping developments in the field of Generative AI over the past 12 months. This lively review will consider the good, the bad and the ugly – while also explaining how we’re rapidly approaching an inflection point in the tech’s evolution, and what this might mean for marketers.

Learn

Learn about the trends and technologies that will shape the ad industry in the year ahead from Contagious’ expert editors and strategists, in a series of lively and case study-packed talks.

Understand

Understand the strategies behind some of the most innovative and effective campaigns of 2023, as the teams that created work give behind-the-scenes accounts of how they found their ideas and brought them to life.

Discover

Discover new ideas, brands and people that will leave you feeling inspired. At Most Contagious we celebrate and analyse best-in-class creativity to equip you with everything you need to make better, bolder work.

Business Design Centre,
52 Upper St,
London N1 0QH

Nearest tube: Angel