“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,” says Paul Kemp-Robertson, Co-Founder of Contagious in
London.
Kemp-Robertson
is returning to ADFEST again this year to explain a universal tension at the
heart of the advertising industry: if everyone knows that award-winning work sells, why are so many brands scared
to buy it?
According
to Kemp-Robertson, the answer is biological, but preventable. In a session
called ‘Fortune Favours the Brave’, he will showcase creative ideas that have
shattered the cognitive immunity of jaded consumers. He’ll also share nuggets
of wisdom from his new book, The
Contagious Commandments: Ten Steps to Brand Bravery.
Kemp-Robertson’s
sessions at ADFEST are always a huge hit.
This year, he’s going to issue a rallying cry for calculated bravery –
so if you want to persuade your clients to buy braver ideas, you’d be wise to
attend.
Meanwhile,
Contagious has just revealed its annual ‘Most Contagious Report’, which rounds
up the most pioneering campaigns of 2018. The list includes blockbusters including
three from Nike: ‘Dream Crazy’, starring Colin Kaepernick; ‘Nothing Beats a
Londoner’ and ‘Unstoppable Together’. Tide’s infamous Superbowl campaign and
KFC’s ‘FCK’ print ad also make the cut.
The Most Contagious 2018 Report also hones in on some of the biggest trends to watch this year. From machine vision to the rise of virtual influencers and the future of retail, it’s a must-read for anyone with an interest in branding and advertising – and you can download it here.
* Don’t miss Paul Kemp-Robertson’s session, ‘Fortune Favours The Brave’, which is part of the Creative@ADFEST stream. His session will run on Saturday 23rd March, 14.30 pm. Book tickets via ADFEST.com
