At Most Contagious London on 28 November, we’ll condense a year’s worth of marketing brilliance into one unmissable day of inspirational talks, to help you make better, braver work.

Join us to get behind-the-scenes insights into the most innovative and effective campaigns of the year, briefings on the advertising trends that will define the industry in the year ahead — and everything else you need to steal a march on your competitors in 2025.

Don’t wait—get your tickets now.

Ikea / Engaging new fans

Years of blockbuster creative has built flat-pack pioneer IKEA into a beloved brand. But changing audience habits have prompted a pivot to marketing that sparks conversation on Roblox and TikTok. Find out what it really takes for an 80-year-old retailer to adapt to new platforms and behaviours and deliver business success – no allen key required.

Channel 4 / Retiring the SuperHumans 

Channel 4’s research revealed that the Paralympic Games is probably the only sport in the world where the chance to see elite competition isn’t the strongest driver for viewers to watch. With their campaign for Paris 2024, they realised they had a responsibility to challenge some deep prejudices about disabled sport and that in order to do this, they would have to retire one of their most successful creative campaigns.

Heineken / A Story of Structured Success 

In 2024, Heineken was the second most awarded brand at Cannes Lions. It currently has a brand value of $9bn according to Brand Finance – an 18% increase from 2023. This session will reveal some of the secrets of Heineken's structured approach to creativity, culture and capabilities and how the brand consistently creates work that ranks on the top rungs of the company's Creative Ladder.

Don’t Believe the AI Hype / 

With 10+ years of experience in AI and working for major brands at the intersection of creativity and tech, The Coca-Cola Company's Global Head of AI Design, Dominik Heinrich, will demystify the hype around AI and reveal its impact for marketers. You’ll learn actionable insights on the steps brands need to be taking today, and discover why becoming more human is key to staying relevant in an AI-agentic world.

Specsavers / The Misheard Version

Specsavers made hearing loss the UK’s no.1 trending topic by getting 80s icon Rick Astley to re-record his hit song, ‘Never Gonna Give You Up’, with bizarre new lyrics. In this talk, you’ll get a masterclass in how a brand can build associations in new categories, as well as using levity to talk to customers about a sensitive topic.

Pot Noodle / Nothing Satisfies Like Pot Noodle

Find out why Pot Noodle and Adam&eveDDB made the most (deliberately) divisive ad of the year. You’ll get to hear what 20-seconds of slurping noises has to do with growing a category and resisting premiumisation, as well as learning about the benefits of provoking shivers of revulsion among your audience.

Heetch / Choose Uber

Heetch tapped into the anti-tourist sentiment surrounding the 2024 Paris Olympics by doing the unthinkable — using its advertising to promote rival company Uber to visitors, leaving Heetch for the locals. In this talk, you’ll hear how bold ideas can overcome a bijou budget.

Tom Standage / The World in 2025 

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 2025.

What happened to the future and is Gen Z screwed? /

Gen-Z are growing up under the shadow of war, financial instability and planetary destruction. Is their future fucked or have things been blown out of proportion? Kian Bakhtiari, founder of The People, provides an overview of what’s happening with young people, the cultural trends rocking their world, and what it means for marketers.

Creative Equals / Is it time for DEI to DIE?

Powerful right-wing figures are waging 'anti-woke lawfare’ and brands such as Ford and Jack Daniels are rolling back the DEI agenda. Meanwhile, an increasing body of research shows inclusive marketing is one of the key ways to drive growth. In this session you’ll learn whether marketers should roll over on DEI or get on a DEI roll in 2025.

Could it be this easy for interns? /

A poop joke, a radio ad, and 2 interns walked into Cannes... they left with a Gold Lion.

What led these young creatives to such early success? And can your interns do the same? Hear from Nidhi Shah and Rag Brahmbhatt, the Miami Ad School students who became the most inspiring story at Cannes this year.

PHD / A Blueprint for the Future of Brand Experience

The coming wave of AI and advanced technologies will fundamentally reshape marketing as we know it, and CMOs must be prepared to lead through this transformation. PHD will provide a roadmap for the next era, offering insights on how to structure future-ready marketing departments and redefine how brands are built and experienced.

Ipsos / MISFITs vs Machines

The AI narrative ranges from destroyer to panacea with many people simultaneously believing in both. But often we fail to account for what people actually want, what they need and what they are prepared to put up with for an easier life. Ipsos brings the evidence that puts the human at the centre of the debate and to tell you what that means for creativity and creative effectiveness.

Global / Big Idea Generation

This story highlights Global's unrelenting commitment to championing creativity as a catalyst for change. The Big Idea Generation platform amplifies the power of creativity in outdoor advertising, featuring innovative projects that transform audience experiences. B.I.G encourages creatives to push boundaries, drive cultural conversation, and shape the future of storytelling with bold ideas. It focuses on innovation, experimentation, and creating impactful moments that live beyond a campaign.

Breakthrough Social /

In 2024 social became the top channel for global advertising investment, making it a business imperative for marketers to navigate the online trend cycle, as brat summer fades into demure, mindful autumn and WTF winter at breakneck speed. In this session Contagious will spotlight the brands winning at social and break down how to successfully drive audience engagement online.

How to Win in 2025 /

So you’re staring down the barrel of another year in marketing, with headwinds that include the threat of global conflict, cultural polarization, the rise of AI, and – oh yes – the climate crisis! You also need to grow your brand and meet your targets. In this session Contagious will share their take on how to make it work and hit the ground running in 2025.

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 2024, 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.

Southbank Centre

Belvedere Road

London

SE1 8XX

How to get there