by Nick Parish
It’s hard not to look at a year’s cultural, political and social focal points without putting them into ‘We Didn’t Start the Fire’ format. And, though it’d be hip, we won’t listicle-ize it with ‘The 15 most amazing things of 2013 told in gifs’. In Movements, we’ll look at the forces that swept across media and were utterly unavoidable: ones everyone developed an opinion on, technology or not. Because heaven knows if Uncle Pete knows more about native ads, visual culture, automation, privacy and anonymity, grand brand gestures and others than you do at Christmas dinner, your parents are going to have even less faith in your explanation of what you do every day.
The art of ‘storytelling’ in an age of digital-doing has been one of the hot topics of 2013, and looks set to be an issue our industry continues to grapple with. At Most Contagious, we’ll be examining all facets of modern-day storytelling from multi-channel YouTube networks and native advertising to manufacturing memes and engineering virality. We’ll examine the crossovers between content creation, real-time marketing and long-term storytelling, interrogating whether it is really possible to put an ROI on social and online content. Story re-telling will also be a key theme as we look at how brands like AT&T and Intel have co-created stories with consumers and put humans at the heart of the narrative.
Drawing on her background in film (Pixar, Paramount, independent projects) Emma Coats will discuss one of the greatest challenge faced by storytellers, whether in film or in advertising: keeping the audience’s attention. Emma will look at how marketers can apply storytelling techniques to insert empathy into the consumer journey and solve pain points like frustration, confusion and boredom. Drawing analogies between how a character in a story relates to the character of a brand, Emma will also look at how you go about constructing and honing a brand’s ‘personality traits’ throughout the storytelling process. What are the character traits audiences respond to and how do you draw them out in your brand?
by Alex Jenkins and Rick Ridgeway
We all went a bit gaga for doing good in 2013. Words like ‘purpose’ and ‘meaning’ are now entrenched in Adland terminology. Becoming a truly purposeful brand can involve a complete realignment and restructuring of a company. However, marketers can move more quickly and use agile, tactical thinking to initiate positive change in the world. In this session, we’ll be looking at how brands are using their creativity and clout to make a difference with actions that are rooted in their products and services.
by Arif Haq
It may be clichéd, but the analogy of integrated marketing being like matching luggage remains apt. An idea is taken and then adapted from its original intended channel to work on any number of other platforms, be they mobile, social, experiential, etc. The only problem is that people don’t live their lives according to media silos. As more marketers begin prioritising consumer-centricity, a new age of integration is starting to emerge – one based not on media channels, but on an individual person’s specific context. At Most Contagious we’ll be exploring how time, location and even intent are now being considered by the most technologically-savvy marketers to deliver hyper-personalised experiences.
With the lines between online and offline shopping becoming increasingly blurred, we’ll highlight the digital tools and services being deployed to improve each step of a customer’s journey.
Marketing is becoming multi-sensory. We’ll show how brands are experimenting with enhancing and personalizing the customer experience and what this means for the future of communications.
by Richard Seymour and Chris Barth
ORGANICZ: BEYOND THE DIGITS BY RICHARD SEYMOUR, SEYMOURPOWELL
As the near-vertical curve of genetic development grows closer to our digitally-obsessed lives, what happens when the big spark jumps between these worlds? Bio-regulated growth and nutrition. Organic lighting. Photosynthetics. Neurally-amplified devices… Buckle-up Dorothy, it’s going to be a wild ride.
Join three pioneering Google Glass app developers in our exhibition space as they show off software they've developed to meet the first wave of interest in wearable computing.
by Kill Screen
Get hands-on with some of our favorite technologies, media, art and experiences in our Installation area.
Contagious is inviting the companies we've featured in our Small But Perfectly Formed (SBPF) magazine feature to deliver three-minute elevator pitches in between topics, with the chance for you to explore them further during the exhibition.
11th December 2013