Agenda: Most Contagious / London 2023

Mastercard / Where to Settle

Adrian Botan, Chief Creative Officer Europe, Global ECD, McCann Worldgroup and Jerzy Holub, Marketing Director, Mastercard (Poland, Czech Republic, Slovakia)

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.

Global Team / Look Ahead Competition Winner

Anto Chioccarelli, Creative Solutions Partnerships Director, Global and Paul Kemp-Robertson, Co-Founder, Contagious

Find out the winner of Look Ahead, a competition to push the boundaries of out-of-home advertising and bring positive and eye-catching creative to the capital, launched by Global in partnership with Transport for London and Contagious. Selected by a lineup of industry luminaries, the winning team will see their idea produced and placed across the TfL network in a 2-week campaign.

McDonald’s / Raise Your Arches

Tom Sussman, Deputy Chief Strategy Officer, Leo Burnett UK and Hannah Pain, Head of Marketing, McDonald's

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.

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.

Dove / The Cost of Beauty

Dan Fisher, Global ECD, Unilever and Special Projects and Jo Bacon, Global Lead, Ogilvy & WPP, Firdaous El Honsali, Global Dove VP External Communications and Sustainability - Unilever

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.

Ipsos / Social MISFITS

Adam Sheridan, Global Head of Products / Creative Excellence, Ipsos

With a growing slice of the media pie, brands now need to creatively pivot their social ads from clicks and conversions to support longer-term brand growth. This talk from Ipsos will serve up world-first highlights from their Social MISFITS research, where they will reveal the power of empathy and creativity to get your social ads to work harder for your brands. Get ready to take a bite out of social success.

Barbie / The Most Contagious Brand of the Year

Lisa McKnight, EVP, Chief Brand Officer, Mattel Inc.

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.

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