Contagious Magazine has released its annual report, Most Contagious, to highlight the technologies, trends and innovations that have been influencing and changing the marketing industry throughout the past 12 months. This year’s issue is a 96-page book that reflects on the most game-changing moments and presents the year of 2013 in an easy-to-follow condensed format. Find the summary of the round-up below.
Harvey Nichols, the UK’s upmarket department store, has launched a tongue-in-cheek campaign to inspire customers to spend less on Christmas gifts for others in order to save more money and buy pricy gifts for themselves. The effort taglined “Sorry I Spent It On Myself” is developed by adam&eveDDB—it includes a TV spot and a range of low-cost retail items with a self-indulgent explanation on the packaging.
Beefeater Gin teams up with Bastille, the popular UK band, for a cultural project, The Beefeater Alchemy Project, set to draw inspiration and encapsulate the artistic spirit of Europe. Together, they are creating a documentary film and a music track, which will be produced in London from the best sounds, ideas and trends absorbed during a continental tour across Europe.
To support the idea of craftsmanship behind the Pouring Ritual, Stella Artois launches an inspirational project, The Connoisseur Series, that goes live on the brand’s newly launched UK YouTube channel. The series of clips come as video portraits of renowned quality craftsmen, “connoisseurs,” who use their special rituals to do magic in their field of professional interest.
In Ries and Trout’s pioneering theory of brand positioning the aim is to cut through the noise of ‘me-too’ products to establish a window or niche in the consumers mind. The metaphor always left me with an uncomfortable sensation of a growing number of windows and a shrinking amount of space in which to fit them.