“Few customers approve of innovative campaigns” – Meios & Publicidade

The English company Contagious, specialized in strategic and creative intelligence, is now present in the Portuguese market. Heading the project is Tiago Barquinha, also responsible for the Mojobrands agency

Contagious, a strategic and creative intelligence company founded in London in 2004 by Paul Kemp-Robertson and Gee Thomson, arrived in Portugal by the hand of Tiago Barquinha. Through a partnership with Mojobrands, Portugal becomes the fourth country in which the company expands through partnerships, having its own offices in London and New York. Acting primarily through consulting and independent industry analysis, Contagious proposes to share knowledge, culture and tools to support marketeers. The service is geared towards nurturing creative and strategic thinking, supporting the construction of more complete briefings, inspiring teams and developing more efficient strategies. The CEO and CCO of Mojobrands explains the purpose of Contagious Portugal.

Meios & Publicidade (M&P): How did the opportunity to bring Contagious to Portugal come about?

Tiago Barquinha (TB): It comes after my presence in your events in London, Boothcamp and Most Contagious, where I had the opportunity to meet co-founder Paul Kemp-Robertson. I found the content so inspiring that I had to bring it. After a year of negotiations, we reached an agreement and here we are. As a creative agency, we’ve always admired their work.

M&P: The purpose of Contagious is to train and evangelize for creativity. Are customers the ones who most need to learn about the need to take risks?

TB: It’s customers who need to understand that creativity will make their brands do better. The more we risk this creativity, the better these results will be. As Fernando Machado (former global CMO of Burger King) mentioned in one of the talks on Most Contagious, the risk of making campaigns that do not impact people is much greater than the risk of a campaign not going as well as we expected. In recent years there has been a great deal of discussion about the fact that Burger King campaigns are developed with prizes in mind only, but these campaigns have resulted in the company’s annual growth above double digits. We have great agencies, great creatives and we need more risk-taking clients.

M&P: How do you assess the state of creativity in Portugal? How can Contagious be an element that fosters creativity in our market?

TB: There is a lot of good creativity in Portugal, but there should be a lot more. There are agencies doing exceptional work but they are few. And there are few because not all agencies present very creative work and because few clients approve innovative campaigns. We want to help you both improve. May more agencies learn from the best references in the market. We want more customers to learn that it pays to invest in innovation and differentiation for their brands. It is by being in contact with the best that is being done around the world that one learns to be confident in creativity and that it is able to improve the performance of companies.

M&P: What type of services do you intend to provide in Portugal?

TB: Contagious Portugal, at least in this first year, will focus on promoting subscriptions for access to the online platform and thematic presentations made by our editors and consultants. On this platform, clients will not only have access to more than 16 thousand strictly selected campaigns, but also the best and those that brought something new to the sector, they will also have access to insights, analyses, interviews with the leaders of agencies and clients. and access to the respective results. In addition to these services, we will organize tailor-made events for our clients, which can include inspiring trainings with themes that already exist or have been thought out through a briefing, or providing access to some of our keynote speakers for marketing, advertising and innovation events.

M&P: Will our country also contribute content to the international platform? In what way?

TB: Contagious also appears as an opportunity for national agencies and brands to exhibit their work internationally through our online platform and our media. Sending campaigns and case studies is completely free and open to everyone. In fact, we want to encourage you to send us campaigns on a regular basis. To give you an idea, our online platform reaches over 11 thousand subscribers, our website over 40 thousand users and our social networks over 120 thousand users worldwide.

M&P: How does Contagious articulate with Mojobrands?

TB: Contagious Portugal is an independent project from Mojobrands that takes advantage of the agency’s synergies. We will have people totally dedicated to Contagious, but we will have projects where we will take advantage of the best that Mojobrands has to offer, namely its ability to communicate and organize events.

Source: Meios & Publicidade by www.meiosepublicidade.pt.

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