HOW TO BUILD A CONTAGIOUS BRANDPAUL KEMP-ROBERTSON
Contagious has distilled a decade of unparalleled perspective on how brave, innovative creativity can be wielded to gain a competitive advantage over rival brands. The result is four essential ways of working that define what it takes to make a company’s marketing truly contagious. Paul will explain the thinking behind these four pillars - Embrace Change, Prioritise Purpose, Disrupt Process and Execute Bravely – and will illustrate each one with world-class case studies, as featured on the Contagious I/O intelligence platform.
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 succeeded Donald Gunn as Leo Burnett’s worldwide director of creative resources in Chicago. Reporting to Michael Conrad, 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 editorial resource and innovation consultancy that inspires and equips marketers and agencies across the globe to achieve the top 1% of creative ideas.
Contagious Communications is headquartered in London, with offices in New York, Portland, Singapore and Sao Paulo. It is part of the Steel River Media company, of which Paul is a major shareholder.
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 one million times.