Navigating the Future of ‘Contagious’ Marketing: Insights from Most Contagious 2023

"It's just f*cking advertising." - Francesco Martini, Leo Burnett Italia

Last week, industry-renowned Most Contagious London took place, delving into unparalleled insights that covered the most creative advertising and marketing activations of 2023, and offering a glimpse into what to expect in 2024. The event meticulously examined the latest trends and challenges within the ever-evolving landscape of marketing and advertising. From probing the ethical dilemmas of deepfake technology to exploring the vibrancy of Fiat's risk-taking rebrand - plus a talk from the most contagious brand of the year (spoiler alert: come on Barbie, let’s go party! ??).? From deepfakes to dolls, read on for the inside scoop on all things Most Contagious 2023.

Deepfake Dilemmas: AI, Creativity, and Ethics

Contagious ’ own Chloe Markowicz explored the intricate relationship between AI, creativity, and ethics, with a specific focus on deepfake technology. She raised thought-provoking questions about the potential misuse of AI, such as replicating the work of famous musicians, the rise of deepfake porn, and its increasing use in political propaganda.

As synthetic media continues to evolve, there is a growing urgency for brands to protect themselves against the threats posed by deepfake technology. Marketers face the challenging task of harnessing the innovative potential of AI while also considering ethical implications and ensuring the protection of brand integrity. This session emphasised the critical need for a balanced approach in navigating the creative possibilities of AI while upholding ethical standards.

Mastering Marketing in Complex Contexts

Adrian Botan and Jerzy Holub 's session from 萬事達卡 Poland offered a distinctive take on marketing in sensitive contexts. Instead of relying on conventional campaigns, they delved into the influential role of data to help Ukrainian refugees find housing and employment in Poland. The ‘Where to Settle’ campaign showcased a noteworthy shift from perceiving Ukrainians merely as refugees to recognising them as a diverse group of professionals.

This shift demonstrates a powerful approach for brands to connect with audiences on a deeper, more empathetic level, especially in times of crisis. It highlights the evolving role of marketing, not just as a means to sell products, but as a positive contributor to societal narratives and daily life.

Fiat's Vibrant Transformation: No Grey, Only Colour

Francesco Martini 's (Executive Creative Director at Leo Burnett Italia ) presentation on Fiat 's dynamic transformation, particularly through the 'No Grey' ad, highlights the brand's daring departure from the norm. Drawing inspiration from London’s Punk scene, Fiat undergoes a redefinition, positioning itself as a company that embraces vivid colours and embodies values such as statement, purpose, and commitment.

What sets Fiat's approach apart is its unconventional use of reframing Simon Sinek’s famous saying ‘start with why’, instead choosing to say 'why not?’,' challenging traditional narratives and crafting a compelling and resonant brand story that captivates audiences. Helping people understand that our identities are shaped not only by who we are, but also who ‘we are not’.

Cultural Identity in Marketing: Breaking Barriers

Marketing-mogul Dr. Marcus Collins explored cultural identity, and challenged marketers to look beyond stereotypes and recognise the cultural nuances that shape consumer behaviour. By urging professionals to set aside biases and embrace the diversity of identities, Collins advocates for a cultural cheat code in crafting resonant and impactful campaigns. This session underscored the pivotal role of cultural sensitivity in creating campaigns that authentically connect with real audiences. As Dr. Marcus Collins said himself, “marketers suck at identifying people” - we want to put people in boxes, not because it’s accurate but because it’s easy. As he rightly pointed out, it’s time to look beyond that, at the people themselves.

Innovation Chronicles: Heinz’s Viral Campaigns

Mike Dubrick 's (Chief Creative Officer at Rethink ) insights into Heinz's innovative marketing strategies emphasise the significance of doing something new rather than merely saying something new. The showcased campaigns, from the viral Heinz Hot Dog pack to the 'Pour Perfect' campaign, reveal the brand's ability to capitalise on familiar predicaments in unprecedented ways. By consistently innovating, Heinz maintains its relevance in a rapidly changing landscape. This session highlighted the importance of creativity and adaptability for brands to stay at the forefront of consumer attention - and touching on all-too-familiar moments like Heinz fraud!

Barbie's Impact: Beyond a Doll

In the year we all went Barbie mad, there’s no surprise that Barbie was the Most Contagious brand of the year. Barbie's commitment to diversifying its dolls and representing various backgrounds and abilities positions it as a socially impactful brand was one of the main highlights of Lisa McKnight 's, Chief Brand Officer at Mattel, Inc. , talk. The full-circle narrative, where culture inspires the brand and is played back to the audience (in a literal blockbuster movie), emphasises the symbiotic relationship between brand purpose and cultural resonance. Barbie’s journey in going beyond the norm and keeping the brand fresh in promoting feminism and diversity has enabled it to become the case study in how a brand can transcend its product category and become a cultural force unbound by demographics in its own right.

By the end of the day, one thing was clear: Most Contagious 2023 chucks out traditional marketing narratives, and instead offers a rigorous deep-dive of industry challenges and innovations. Each session questioned what we think of marketing and advertising, urging us to balance innovation with ethical considerations, to connect with audiences on a deeper level, and stay ahead of trends. There’s a reason their insights are so contagious! Always one step ahead, the Contagious team lead with innovation, authenticity, and a critical eye for all things creativity. It’s a must-see event in advertising and marketing calendars - but for those who couldn’t make it to London and want a hit of Contagious inspiration, tickets are still up for grabs for Most Contagious New York in January!