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CEO Karl Marsden / karl@contagious.com Co-founder & Editorial Director Paul Kemp-Robertson / paul@contagious.com Co-founderGee Thomson / gee@contagious.com

CONTAGIOUS EDITORIAL EditorAlex Jenkins / alex@contagious.comManaging EditorEmily Hare / emily@contagious.comDeputy Editor Chloe Markowicz / chloe@contagious.com Head of TrendsPatrick Jeffrey / patrick@contagious.comStaff Writers Sophia Epstein / sophia@contagious.comJames Swift / james@contagious.com ResearchersEdoardo Biscossi / edoardo@contagious.comKristina Dimitrova / kristina@contagious.comArt Director Charlotte Sallis / charlotte@contagious.comSub EditorSangeeta Chauhan

CONTAGIOUS INSIDER / CONSULTANCY Director Will Sansom / will@contagious.comDirector of Projects Georgia Malden / georgia@contagious.com Senior Strategist & Creative Capabilities LeadArif Haq / arif@contagious.comUK Insight StrategistKatrina Dodd / katrina@contagious.comSenior ConsultantDan Southern / dan@contagious.comNorth America President, Americas Nick Parish / nick@contagious.com StrategistChris Barth / chris@contagious.com BrazilPresident & Director of ContentJanaina Borges / janaina@contagious.comSenior ConsultantSilvia Antunes / silvia@contagious.comSingaporeHead of Asia PacificSimon Kemp / simonk@contagious.com

ISSUE 50 COVER / AXEYou might be wondering whether you’ve just opened up the latest issue of Contagious magazine or a bathroom cabinet. Our steamy cover image, courtesy of the supremely talented folks at 72andSunny in Amsterdam, celebrates Axe’s transition from sex-obsessed deodorant brand to progressive purveyor of male grooming products. If you’re still in doubt about Axe’s views on modern masculinity check out our model Sidney’s black nail polish and, of course, read the brand spotlight on page 67.

BUSINESS DEVELOPMENT UK Head of Global SalesAdam Freeman / adam@contagious.comBusiness Development ManagersJoe Carter / joe@contagious.comTed Lang / ted@contagious.comEurope Business Development DirectorStephane Scheyven / stephane@contagious.com North America Managing PartnerNoelle Weaver / noelle@contagious.comBusiness Development ManagersOscar Farnese / oscar@contagious.comMatias Longo / matias@contagious.comSingapore Business Development Manager Charlton Lawson / charlton@contagious.com

CLIENT ENGAGEMENTHead of Client EngagementLaura Khairallah / laura@contagious.comCRM and Subscriptions ManagerRaghini Gami / raghini@contagious.comSubscriptions ManagerPaige Lougheed / paige@contagious.com

CONTAGIOUS EVENTSHead of Events Kara Dougall / kara@contagious.com

OPERATIONSFinance Executive Nuccia Tomasello / nuccia@contagious.com Office ManagerFrederick Galley / freddie@contagious.comHead of Culture & RetentionDeborah-Louise Grant / deborahlouise@contagious.comPrinters Indigo Press Ltd / www.indigo-press.com

Contagious 50 Axe Cover_V2.indd 1 23/02/2017 15:42

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HERE’S TO THE RISKY ONESContagious PioneersWe celebrate the agencies willing to try the untested in order to help their clients face the future. By Alex Jenkins.

NEED TO KNOWStandout campaigns We showcase the best campaigns of the quarter and explore trends such as how brands are using algorithms to generate creative ideas and integrating voice-controlled technology into their marketing.

GRINDR Disruptor Kristina Dimitrova highlights Grindr’s reinvention, from an anonymous hook-up app to a lifestyle brand with a solid social purpose.

WHEN THE SLIPPER DOESN’T FIT OpinionThe advertising industry risks losing influence and share of the marketing budget because of its failure to get to grips with data, argues Contagious Insider’s Dan Southern.

GOING WITH THE CROWDOpinionCrowdsourcing is out of its experimental phase and blue-chip brands are now using it to keep up with content demands. But is it the right solution for clients, agencies and consumers, asks James Swift.

GENIUS SURVEY Special reportWhat are the biggest challenges facing businesses in 2017? James Swift picks the brains of business leaders, marketers, academics and tech startup founders from across the world to find out.

SMALL BUT PERFECTLY FORMED Startups and startup culture The disruptors, the game-changers, the finders of new markets and the upstart startups. This quarter we look at companies that firmly believe that doing good is good for business.

MACHINE LEARNINGContagious guidesFive steps to take advantage of the technology that’s transforming businesses. By Patrick Jeffrey.

AXE / SCENT OF A MANBrand spotlightChloe Markowicz on how Axe is embracing changing ideas of male masculinity and support for feminism to reinvent itself from a brand known for provocative ads featuring scantily clad women to one that appeals to the modern man.

BREAKING HABITSInterview / Peter RieferData scientist Dr Peter Riefer explains how brands can work out the best time to approach people and get them to switch their allegiances. By Edoardo Biscossi.

WILDFIREEarly signals from the futureThis quarter we focus on how AI is helping us with predictions and the way in which technology is democratising medical diagnostics.

LEARNING TO LEADInterview / Simon SinekAuthor and consultant Simon Sinek shares his mission for leadership to be more caring and empowering and explains why many companies are currently run in an ‘ass-backwards’ way. By Emily Hare.

PRETTY AS A PICTURE Did it sell?How Max Factor’s partnership with Blippar led to direct conversions in-store by repurposing its social media content.

JACKETS TO JERKYFeaturePatagonia has set the benchmark for sustainable clothing brands for more than 40 years. Now, it’s recycling its purposeful mindset to expand its business from fashion to food. By Sophia Epstein.

KENCO / CAFFEINE HITBrand spotlightEmily Hare on how Kenco’s Coffee vs Gangs initiative goes beyond marketing to change the lives of people who grow its products and dramatically improve the brand’s revenues in the process.

FIGHT FOR YOUR RIGHT TO PARTYOpinion

Alex Jenkins argues that advertisers are paying for the social media party.

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