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BRANDS BEHAVING BADLY Contagious thinking / By Louise Potter Goodness may be top of the marketing agenda, but there are still a few brands embracing sinfulness in a bid to stand out from the crowd.
EMOTIONAL DATAContagious thinking / By Ed WhiteData can build brands with emotional resonance.
WEAPONISING YOUR AUDIENCEContagious thinking / By Alex JenkinsWhen budgets get tight and you can’t outspend the competition, it’s time to use everything at your disposal. Even the public.
NEWS & TRENDSContagious brand ideasHow telcos are using purpose to differentiate their services, brands are taking education beyond the classroom and packaging is being reinvented to give products additional functions.
WILDFIREDesign, technology and virtueThis quarter’s picks include a glimpse into the chemically enhanced future of food, family-friendly robots, connected cups and algorithms to measure emotional attachment.
SMALL BUT PERFECTLY FORMEDLittle brands, big thinkersThe startups and companies that have impressed this quarter. Those punching above their weight in terms of revenue and visibility include Osper, FireChat and Wecyclers.
UP AT NIGHT / INTERVIEWMarc Mathieu, UnileverWhat issues give the global SVP of marketing at Unilever sleepless nights? Emily Hare finds out.
WILDFIRE / INTERVIEWAdrian David CheokEmily Hare speaks to Adrian David Cheok, professor of pervasive computing at London’s City University about digitally transmitting smell, taste and touch to develop a multisensory internet.
INSIDER IDEASContextual integrationWill Sansom looks at how a new age of consumer-centricity is being ushered in by brands, using smart technologies to connect with individual users based on time, place, persona and even the weather.
CASE STUDY / KLMFlying socialKLM, one of the world’s oldest airlines, has reinvented itself as a social business, enabling it to stand out in the ever-more competitive airline sector. By Chloe Markowicz.
MEDIA FOCUS / MOBILE MESSAGING Talk is cheapArmed with hundreds of millions of users, mobile messaging apps are making their mark on the communications landscape. Patrick Jeffrey investigates the opportunities for brands.
FEATURECool Code, BroAn excerpt from Nick Parish’s new book considers the monumental task of developing a digitally capable workforce to make software.
UPSTARTSFuture talentYoung guns from across the globe: meet entrepreneurial technologist Xinyi Chen, ex-Google 5 recruit Isaac Blankensmith and interaction designer Philipp Ronnenberg.
IN THE FIELD / INTERVIEWGenevieve Bell, Intel LabsEd White talks to Genevieve Bell, director of user experience research at Intel Labs, about marrying social science, design, computing and engineering to ‘invent a better future’.
INDEX The brands, companies, people and agencies showcased in this issue of Contagious.
CASE STUDY / BEATSMake some noiseChris Barth on how Beats has built a category from the ground up, using everything from guerrilla influencer marketing to big-budget TV spots. Following Apple’s $3bn purchase, the brand has never been stronger.
Q3
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Editorial Director Paul Kemp-Robertson / [email protected] Publication Consultant Gee Thomson / [email protected] CEO Simon Wylie / [email protected] Editorial Director, Americas Nick Parish / [email protected] Contagious Editorial Editor, Contagious MagazineEd White / [email protected] Managing Editor, Contagious MagazineEmily Hare / [email protected], Contagious I/O Alex Jenkins / [email protected] Editor, Contagious I/O Chloe Markowicz / [email protected] Staff Writers Lucy Aitken / [email protected] Chris Barth / [email protected] Patrick Jeffrey / [email protected] Louise Potter / [email protected] Researchers Raakhi Chotai / [email protected] Kate Hollowood / [email protected] Charlotte Sallis / [email protected] Production Administration AssistantLaura Khairallah / [email protected] EditorSangeeta Chauhan
Contagious Insider / Consultancy Director of Content & StrategyWill Sansom / [email protected] of Projects Georgia Malden / [email protected] Strategy Director, North America Arwa Mahdawi / [email protected] Consultants Katrina Dodd / [email protected] Haq / [email protected] Southern / [email protected]
Issue 40Cover / BeatsOn the front cover, a pair of Beats Studio headphones, one of the signature products that has made the brand (which we examine in a case study on p. 50) a thumping success. Inside, a series of emojis created by illustrator Dan Woodger for the messaging app LINE. For more on the messaging phenomenon, see our sector focus on p. 80.
Design Concept Garvin Hirt / Flok Design / flokline.de Printers Indigo Press Ltd / www.indigo-press.com
The views expressed in Contagious are those of the respective contributors and are not necessarily shared by the magazine or its staff. No parts of this publication may be reproduced, copied or transmitted in any form or by any means stored in any information storage or retrieval system without the publisher’s written permission. Where source material has been reproduced the copyright remains the property of the copyright owner and material may not be reproduced in any form whatsoever without the owner’s prior consent.
Business Development Global Commercial DirectorAmar Chohan / [email protected] Growth OfficerNoelle Weaver / [email protected] Development DirectorsEurope Stephane Scheyven / [email protected] Alessandro Manella / [email protected] Neeraj Nayar / [email protected] AmericaMolly Holden / [email protected] Managers Kyle Abbott / [email protected] Jacovella / [email protected] Farnese / [email protected]
Contagious BrazilPresident & Director of ContentJanaina Borges / [email protected]
Contagious SingaporeHead of Asia-PacificTara Hirebet / [email protected]
Client ServicesHead of Renewals and RetentionAsh Luchmun / [email protected] Services ManagersJennifer Seide / [email protected] Toor / [email protected] Support and Database ManagerFrancesca Rowlinson / [email protected] Contagious EventsEvents Director Arianna Radji / [email protected]
OperationsFinance Director Rebecca Partridge / [email protected] Finance Executive Nuccia Tomasello / [email protected] Office Manager Uma Lakhani / [email protected]
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