News & Views

Contagious & JCPR / Staying Relevant Report

by Contagious Team

New report identifies the most important challenges and themes shaping the communications industry, and the changing role of PR

Read the full report: Staying Relevant / 10 at 25

Contagious has been working with JCPR, the consumer marketing arm of Edelman in the UK, on a new report to celebrate its 25th anniversary. This looks at the evolving communications landscape and 10 things that are shaping the industry today.

We explore the new challenges resulting from the dramatic shifts in the media landscape, the rise of citizen activism and the speed at which people are sharing and spreading information over social networks. Meanwhile, the need to react to current events, listen and respond to consumer opinions, and tap into the cultural mood remains as important as ever.

We interviewed friends and experts from a wide range of publications, agencies and brands including Paul Field from the Daily Mail, Droga5's David DrogaStephen Hull from the Huffington Post, John Bell from Social@Ogilvy and Strawberry Frog's Scott Goodson

Some of the work featured includes Kraft's smart and swift use of Ted Williams as the voice of its Mac & Cheese commercials, KLM's clever social media strategy, and how LEGO is getting even closer to its fans through new online collaborative platforms.

To find out more about the development of media jacking, consumer collaboration, real-time relevance and the new age of storytelling, view the full report here:

Staying Relevant / 10 at 25

The illustrations were created by the ever-brilliant Scriberia