Contagious

Contagious started its journey in 2004 when the founders, Paul Kemp-Robertson and Gee Thomson, came up with the idea on a beer mat in a London pub. At that time, the marketing landscape was evolving rapidly. Mobile technology was becoming more advanced, social media was on the verge of a major boom, and consumers were engaging with brands in new, interactive ways. This shift meant that advertisers needed a new approach to keep up with their audience. That’s where Contagious comes in. The founders aimed to establish a platform that would explore innovative advertising concepts, evaluate the effects of new technologies, and promote a stronger sense of purpose among brands. The essence of this mission is captured in the name "Contagious." It reflects the idea that what resonates with people is often what they care about and want to share. This mindset transcends traditional boundaries, blending creativity with marketing, technology, design, and human behavior. Today, Contagious provides an intelligence platform, expert consultancy, a quarterly magazine, and global live events. Its goal is to celebrate and encourage bold, creative ideas in the industry, while also helping companies harness that creativity for themselves.

International, Trade/B2B

English

Magazine

Outlet metrics

Domain Authority

Ranking

Global

#409751

United Kingdom

#77044

Business and Consumer Services/Marketing and Advertising

#489

Traffic sources

Monthly visitors

Articles

Why a brand’s CSR reputation should determine its use of AI

2 months ago | contagious.com | Sean Sands |Vlad Demsar |Carla Renee Ferraro |Sam Wilson

Give me a little more detail. The researchers used four studies to test whether AI-generated ads have negative impacts on brand perceptions and the extent to which brands could be protected by a reputation for social responsibility. In the first study, participants were split into two groups and given a short description of a fictitious US coffee brand to read.
Why a brand’s CSR reputation should determine its use of AI

2 months ago | contagious.com | Sean Sands |Vlad Demsar |Carla Renee Ferraro |Sam Wilson

Give me a little more detail. The researchers used four studies to test whether AI-generated ads have negative impacts on brand perceptions and the extent to which brands could be protected by a reputation for social responsibility. In the first study, participants were split into two groups and given a short description of a fictitious US coffee brand to read.
Do big and small brands need different kinds of attention?

Sep 30, 2024 | contagious.com | Karen Nelson-Field

Give me a little more detail. The researchers used eye tracking and face-detection software to gauge people’s attention levels while they browsed their personal Pinterest pages, and then asked them a series of questions about the ads they encountered. In total, 59,000 ads from 40 brands across various sectors and countries were analysed. And each brand was categorised as either big or small by analysing market share figures.
Strategist's Digest: Why people reject creativity

Mar 12, 2024 | contagious.com | Wayne Johnson

By Wayne Johnson and Devon Proudfoot. First published in Nature. Give it to me in one sentence. People tend to disagree more about the value of truly novel ideas, and they also interpret this disagreement as a bad thing, which is why creativity is often rejected. Give me a little more detail. The researchers conducted five experiments to learn whether novel ideals were more likely to inspire disagreement about their value, and the effect of this disagreement.
(Some of) The Most Contagious Campaigns of 2023

Dec 12, 2023 | contagious.com | Leo Burnett

Download the 2023 Most Contagious Report for free, hereCreativity12 December 2023We’ve made a list, and it’s got nothing to do with being naughty or nice. Check out a few of the most innovative and effective campaigns of the year, according to the Contagious team. Every year we make our editors, analysts and strategists to come up with a list of the Most Contagious campaigns of the year for our (really quite good) Most Contagious Report. They don’t especially like doing it.
Strategist’s Digest: Brand growth comes from light and non-buyers

Oct 16, 2023 | contagious.com | Giang Trinh |John Dawes

Where is the brand growth potential? An examination of buyer groupsBy Giang Tue Trinh, John Dawes and Byron Sharp. Published in Marketing LettersGive it to me in one sentence. Almost all brands will grow more off the back of light and non-buyers than heavy ones. Give me a little more detail. The researchers investigated the potential contribution of three buyer groups – previous non-buyers, light buyers and heavy buyers – to a brand’s future sales.
Contagious' 2023 Cannes Contenders

May 29, 2023 | contagious.com | Chloe Markowicz |James Swift |Paul Kemp-Robertson