Most Contagious

Most Contagious



Most Contagious delivers a year’s worth of marketing insights, innovation and inspiration in a single day. Get fit for the future by joining us in London on 6 December 2018.


Most Contagious is designed to give attendees a rapid understanding of how to create effective, modern marketing and steal a march on 2019.


LEARN the Contagious perspective on the most important trends for marketers in the year ahead.

UNDERSTAND the strategies behind the world’s best campaigns, as told by the brands and agencies that created them.


Steal your competitive advantage now.


Our line-up of over 20 speakers includes international heads of brands and agencies, the founders of some of the world’s most disruptive startups, and our own Contagious experts.


Buy a year’s worth of insights and inspiration here.


Eventbrite - Most Contagious LDN


Join these amazing brands, agencies and many more



Katrina Dodd

Katrina Dodd /

Contagious - view profile >>



Katrina came to a nascent Contagious in 2006 via Financial Times Management Reports and shots magazine. She became the founding editor of Contagious Feed (the precursor to I/O) a year later and helped establish our consultancy team in 2010.
Since then she’s led projects to investigate original programme formats for the BBC, scope out the retail landscape for a luxury fashion group, and delivered a six week marketing capability training course for Universal Music. Most recently she’s managed workshop sessions to provoke Random House’s marketing team, and helped a variety of agencies raise the bar on high profile client pitches.

Patrick Jeffrey

Patrick Jeffrey /

Contagious - view profile >>



Patrick is responsible for generating Contagious Trends across the magazine, I/O platform and at our events. He works with the rest of the editorial team to identify, analyse and publish these trends every month, and ensures that the content has a direct and demonstrable relevance towards the marketing industry. Additionally, he delivers Trend Briefings for both brands and agencies around the world and regularly speaks at industry events.


Patrick also writes features for Contagious magazine – either highlighting the latest technology trends or interviewing and profiling forward-thinking brands and startups. Prior to Contagious, he worked agency-side for 4 years, as both a strategist and a producer.

Margaux Revol

Margaux Revol /

AMV BBDO - view profile >>

Senior Planner, AMV BBDO


Margaux had been working as a strategist in Paris for two years when, at the start of 2014 she decided to cross the Channel and join AMV BBDO.  Since then, she’s worked on a number of local and international brands, including Bodyform/Libresse for which she’s been winning several Grand Prix and multiple marketing awards.


Before arriving in advertising, she was a lecturer in the Sorbonne, doing research and teaching in Latin American Literature, Politics and Languages. Her multi-linguistic and humanities background means she has worked on a number of brands with specific cultural and multicultural issues.



AMV BBDO - view profile >>



In a declining beer market their work for Guinness helped put the brand back into positive growth for the first time in years. In 2014 their Guinness “Sapeurs” work told the story of a dapper group of Congolese gentlemen. And their rugby campaign started making emotional heroes out of a game only ever known for its brutal physicality.


Previously, Nadja and Nick were part of the team that made the Zimbabwean Newspaper “Trillion Dollar” campaign. The posters are housed in The British Museum’s permanent collection.


Nadja has been named as The One Club’s 10 “Next Creative Leaders”, Campaign’s “Women of Tomorrow”, as well as one of Management Today’s “35 under 35” that recognises female talent.

Outside of work, she likes to keep plants alive long enough to feel good about herself and Nicholas enjoys the soul-crushing futility of trying to get a golf ball into a hole.



Essity Feminine Care - view profile >>

Global Brand Communications Manager, Essity Feminine Care


Martina joined global hygiene & health company Essity (formally SCA) in 2015 to drive the global communication strategy and key campaign initiatives for the Essity Feminine Care global business.


Her work for Essity so far includes taboo-breaking campaigns Red.Fit and #bloodnormal that have gained worldwide recognition and numerous awards for creative excellence & marketing efficiency.


Martina started her career at McCann, where she spent 8 years working on local & global accounts in Athens and San Francisco. Prior to Essity, Martina led global campaigns for key categories at the Philips global headquarters in the Netherlands.


She has over 15 years of agency & client side experience, having worked with A+ list brands in a variety of industries, from FMCG to consumer electronics to IT in B2C and B2B roles. Her passion is driving purposeful work that makes a difference.



KFC - view profile >>



Meghan Farren is Chief Marketing Officer for KFC UK &I. She has been with the brand for seven years in various roles across marketing, including innovation, insight, and communications. With a sales, brand management and business management background, Meghan has extensive experience working in and with consumer food and retail brands. Before her time at KFC and Yum!, she worked for Gu Puds.

Hermeti Balarin

Hermeti Balarin /

Mother - view profile >>



Hermeti Balarin is a Partner at Mother. He started his career at Mother in 2007 as an intern, 11 years later, and alongside his partner Ana, he oversees the agencies output, including IKEA’s much lauded ‘The Wonderful Everyday’ work, which saw the brand named 2016 & 2017’s Creative Marketer of the Year; KFC and Greenpeace. Previously global creative director on Stella Artois, he helped the brand produce populist and award-winning work, including for Stella Artois Cidre ‘C’est Cidre’ and Stella’s sponsorship of Wimbledon.

Laura Clarke

Laura Clarke /

Palau Pledge - view profile >>



Laura Clarke is a British-born, award winning communications director and co-founder of the Palau Legacy Project which launched the Palau Pledge. Prior to moving to Palau in January 2015 with her husband, Laura held senior communications roles in London, Hong Kong and Sydney, creating campaigns for some of the world’s largest brands. Soon after arriving in Palau, Laura identified the environmental challenges facing the island nation and knew she could put her skill set to good use – helping preserve Palau for the next generation. Laura is also a best-selling author and now splits her time between Sydney and Palau.

Nicolle Fagan

Nicolle Fagan /

Palau Pledge - view profile >>



Nicolle is the co-founder of the Palau Legacy Project, which launched the Palau Pledge, an award-winning campaign tasked with protecting the environment of the small Pacific nation. Before moving to the island of Palau, Nicolle worked at ad agency Arnold Worldwide, leading the global marketing efforts for Jack Daniel’s. She specialises in communications strategy and has a passion for creating campaigns for good. She lives in Boston with her husband and one-year-old daughter.

Fernando Machado

Fernando Machado /

Burger King - view profile >>



Fernando is a global marketer with a passion for growing brands and businesses. With more than 120 Lions in Cannes (5 GPs), 16 D&AD Yellow Pencils, 1 Grandy (McWhopper), and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth.


Currently as Global CMO at Burger King, Fernando’s focus is infusing the brand with purpose, modernizing the design, and inspiring the organization around brand development. Under Fernando’s leadership, Burger King became Client of the Year at the D&AD in 2016, Creative Marketer of the Year in Cannes 2017, and Client of the Year at the One Show 2018. Fernando led campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, and “Scary Clown Night”.

Prior to joining BK, Fernando worked for 18 years at Unilever. Starting as an intern, he moved up the ranks working different product categories and brands, including Dove where he led the groundbreaking “Beauty Sketches” (Titanium GP in 2013). Fernando was recognized by Adweek as Grand Brand Genius (’13), by the AD Club of NY as Marketer of the Year (’17), by Business Insider as top 10 most innovative CMOs (’17 and ’18), by AdAge as top 50 most creative people in the business (’17), and by Forbes as Top 100 Most Creative Minds in Business.

Paul Kemp-Robertson

Paul Kemp-Robertson /

Contagious - view profile >>



After graduating with a master’s degree from University of London, Goldsmiths’ College, Paul started his career at corporate communications firm Maritz before helping to launch Shots magazine in 1990. After a spell in commercials production, Paul returned to shots and became editor in 1994. Subscriptions trebled under his tenure.


In 1998 he became Leo Burnett’s worldwide director of creative resources, based in Chicago. Paul was responsible for the agency’s Creative Exchange department and its quarterly creative councils, known as the Global Product Committee.


Paul left Leo Burnett in 2004 to co-found Contagious – an intelligence resource and innovation consultancy that helps marketers and agencies navigate the complexity of modern marketing. Contagious Communications is headquartered in London, with offices in New York, Singapore and Sao Paulo.


Paul has written numerous articles for publications including Business 2.0, The Guardian, Hollywood Reporter and M&M Europe, as well as co-editing D&AD’s The Commercials Book. He has appeared on, ITV News, BBC Radio 4’s The Today Programme and 5 Live’s Wake Up To Money. His TED Talk on Alternative Currencies has been viewed more than 1.2 million times. He is the co-author of The Contagious Commandments book, to be published by Portfolio Penguin in November 2018

Chloe Markowicz

Chloe Markowicz /

Contagious - view profile >>

Editor, Contagious


Chloe Markowicz is Editor of Contagious – a creative and strategic intelligence service that helps ad agencies and brands deliver more creative, innovative and effective marketing. She oversees the content featured on the Contagious Intelligence tool – an online inspiration resource, filled with best-in-class commercial creativity and the most important new technologies from across the world – and in the quarterly Contagious print magazine, which provides a curated, measured review of the most important developments driving marketing, technology and business creativity. She also regularly delivers tailored trend briefings and has spoken at Contagious events and marketing conferences around the world.


Prior to Contagious, Chloe was a technology reporter at PRWeek, and following a stint in China at the Shanghai World Expo, worked as a freelance journalist for a diverse selection of publications from Restaurant Magazine to Vanity Fair.


Chloe holds an MSc in Gender and Media from the London School of Economics, as well as an MA in Magazine Journalism from City University.

Tom Standage

Tom Standage /

The Economist - view profile >>



Tom Standage is Deputy Editor of The Economist and The World in.. series. He is also responsible for the newspaper’s digital strategy and the development of new digital products, including Espresso and Economist Films. He joined The Economist as science correspondent in 1998 and was subsequently appointed technology editor, business editor and digital editor. He is the author of six history books, including Writing on the Wall, The Victorian Internet and A History of the World in 6 Glasses. He studied engineering and computing at Oxford University and has written for other publications including the New York Times, Daily Telegraph, Guardian and Wired, taking a particular interest in the internet’s cultural and historical significance

Richard Shotton

Richard Shotton /

MGOMD - view profile >>



Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising. Campaign said of the book, “Buy it in paperback and slot Shotton next to your Morgan, Earls, Feldwick and Sharp. He sits comfortably next to the very best.” Steve Harrison, the former Worldwide Creative Director at Wunderman claimed that it was “a classic advertising textbook in the making.”


Richard started his career as a media planner 18 years ago, working on accounts such as Coke, Lexus and, before specialising in applying behavioural science to business problems. He is currently the Head of Behavioural Science at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.

Richard is a regular conference speaker and has featured at events such as Cannes, Ad Week and the Festival of Marketing.

He writes about the experiments he runs in a column for Marketing Week but also for titles such as Quartz, Mumbrella, Campaign, AdMap and the Drum. He tweets about the latest social psychology findings from the handle @rshotton.

Alex Jenkins

Alex Jenkins /

Contagious - view profile >>



Alex is Editorial Director at Contagious, responsible for the company’s creative and strategic intelligence platform, as well as its award-winning magazine. Alex came to Contagious from the knowledge department of the IPA, and prior to that worked as a business journalist, copywriter, and film coordinator.

Paddy Treacy

Paddy Treacy /

Wieden+Kennedy - view profile >>



By day, Paddy works as a Creative Director on Nike, for Wieden+Kennedy London. At night, Paddy continues to work as a Creative Director on Nike, for Wieden+Kennedy London. Before that: TK Maxx, Stride Gum, Finlandia and many more. And before that: Ireland.


Paula Bloodworth

Paula Bloodworth /

Wieden+Kennedy - view profile >>



Paula is a Planning Director at Wieden+Kennedy London. Her experience spans the world, including Melbourne, New York, Sydney, Shanghai and London, working with clients such as Nike, Philips, Unilever, McDonald’s and Nestle. Her global experience has been crucial in developing strategies that appreciate cultural nuance and resonate with local markets. This was particularly beneficial when heading strategy for Nike Greater China at W+K Shanghai and again at the W+K London office where she currently works on Nike EMEA, and recently led the strategy for the Nike ‘Nothing Beats a Londoner’ campaign.


Louise Troen

Louise Troen /

Bumble - view profile >>

Vice President, Bumble


Louise Troen is Vice President of International Marketing and Communications at Bumble – overseeing brand marketing, communications and strategic growth development of the brand outside of the US. Louise spearheads International expansion into new markets, whilst overseeing teams in UK, Germany, France, Spain and Australia. Prior to launching Bumble in the UK in 2015, Louise worked in Los Angeles where she led brand development for a number of music artists before moving on to work in brand marketing for an agency representing tech giants Samsung and Google. Following this, she worked at Exposure Communications  in London as an Associate Director where she spearheaded strategic comms for fashion brands; including Uniqlo and Converse.

Bumble now has a community of nearly 40 million users and offers a meaningful and safe platform to connect within love, friendship and now business. It was founded in 2014 and has speculatively been valued at over $1 billion.



Nike - view profile >>



Jamie is currently the marketing director for Nike EMEA West/London. He began his career in advertising, after graduating from Strathclyde University, working on and with brands such as Virgin Mobile, Red Bull, Waitrose, Diageo and the MET Police. Over the last 12 years he has experienced an incredibly diverse set of roles at Nike; originally starting at the brand defining their Action Sports strategy to then leading its offence around the London 2012 Olympics, to more recently as the marketing director for Southern Europe. He’s a proud South Londoner, which explains why there is indeed nothing ‘wrong with Peckham’, and why his most recent work around ‘Nothing Beats a Londoner’ put a spotlight on the youth of this city and their sporting potential so highly.

Chris Barth

Chris Barth /

Contagious - view profile >>



As the lead strategist for Contagious North America, Chris Barth oversees a wide variety of projects for brands and agencies, including creative capabilities training, trend briefings, research reports, innovation workshops and collaborative strategic initiatives. He speaks regularly at industry events like SXSW and Advertising Week, and is the co-author of The Contagious Commandments, published by Portfolio Penguin in November 2018. Prior to joining Contagious in 2013, Chris worked as a staff writer on the business and investing team at Forbes, an editorial producer at Major League Baseball Advanced Media, and a consultant at Arcadia Solutions.


We’ve already confirmed a bunch of incredible speakers and leading brands for this year’s Most Contagious. More to come!


Confirmed sessions include:


Brand Focus / Burger King

In this flame-grilled session, we’ll hear from everyone’s favourite challenger brand. Burger King’s global CMO, Fernando Machado, will take to the stage to discuss Burger King’s marketing strategy, boundless creativity and all the great ways they’ve trolled McDonald’s. And don’t worry, we’ll try to make sure he doesn’t set fire to anything.


Campaign Focus / Nike / Nothing Beats a Londoner

Nike’s Nothing Beats A Londoner campaign took the internet by storm earlier this year, helping the brand to reconnect with youngsters in the city and beyond. Nike’s senior marketing director, Jamie McCall, will be joined by Wieden+Kennedy’s Paula Bloodworth and Paddy Treacy to outline how a fresh insight combined with social savvy and a host of celebrity cameos created a winning campaign.


Campaign Focus / KFC / FCK

KFC’s print ad apologising for the logistical mess that led to restaurant closures across the UK in February was a masterclass in crisis communication and brand bravery. Meg Farren, KFC’s UK and Ireland CMO, and Hermeti Balarin, Co-ECD at Mother, will talk about how they rapidly salvaged a reputation with creativity, humility and self-effacing humour.


Campaign Focus / Bodyform / Blood Normal

If you want to talk about one campaign that shattered category conventions (while also stealing all the share of voice), this is the one. You’d expect the tampon industry to be a big supporter of menstruation, but – until now – sanitary pad advertising only reinforced periods as a taboo subject. Blood Normal rewrote the rules. Martina Poulopati, from Bodyform’s parent company Essity, will be joined by the team at AMV BBDO to deliver the key insights into the blue-liquid-ending triumph.


Campaign Focus / Palau Pledge

The Palau Pledge was the big winner at Cannes this year, taking home more Grands Prix than any other campaign. Laura Clarke and Nicolle Fagan, who founded the Palau Project to protect the island nation of Palau from the ravages of tourism, will discuss how the idea for the campaign was born, how they made it real, and the effect it’s had on the island.


Brand Focus / Bumble

Bumble started out as just another dating app, but smart brand building, emphatic female empowerment and deft marketing have set it up to become the next big social player. Louise Troen, Bumble’s VP of international marketing and communications, will talk through the insights and campaigns that have helped make this billion-dollar brand so successful.


The Economist / The World in 2019

What can you and your business expect from 2019? What will happen in politics, how will new technology change the world, which cultural events will matter most? Tom Standage, deputy editor of The Economist and The World In 2019 offers his predictions for next year’s global trends that will shape culture and business.


Richard Shotton / The Choice Factory

Creative excellence leads the way at Most Contagious but that doesn’t mean we’ve forgotten about its forebear – strategic excellence. Richard Shotton, head of behavioural science at Manning Gottlieb OMD, will be on hand to discuss insights from his book, The Choice Factory: 25 Behavioural Biases That Influence What We Buy.


Fortune Favours the Brave / 
Scientific studies prove that standout creative ideas kick the living crap out of ordinary ideas. But science also shows that marketers are subconsciously hardwired to avoid taking risks, which explains a universal tension at the heart of the ad industry. Referencing their new book, The Contagious Commandments, Paul Kemp-Robertson and Chris Barth will issue a rallying cry for calculated bravery.


Divisive Values / 

The collision of culture and politics has created a tricky playing field for brands. Some have stood up for contentious issues and have risked dividing their audience in the process. Others have kept quiet and, in so doing, have lost relevance entirely. In this session, we’ll offer clear and practical advice to help brands make the correct decisions in 2019.


Machine Vision / 

As the industry gets to grips with the current wave of AI – smart speakers and voice assistants powered by natural language processing – we look to the next great technological evolution on the horizon. We’ll break down how machine vision is already impacting certain sectors and assess what it means for marketers in 2019.


Retail Renaissance /

There’s no doubt that 2018 has been another turbulent year on the high street, but while some have struggled, news of retail’s death has been greatly exaggerated. In this session we’ll examine the green shoots amongst the dead wood, spotlighting the key trends reshaping the shopping experience.


The Most Contagious Ideas /

Throughout the day, the Contagious team will give short, sharp bursts of inspiration around the cultural trends, movements, technologies, and campaigns that we believe everyone should have on their radar.

thanks to our headline partner