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• Welcome to the Most Contagious 2012 report, our annual review of the trends, technologies and creative innovations that have influenced brands this year. By putting the past 12 months into context we hope to equip you, in some small way, for the challenges and opportunities that lie ahead. The golden thread stitching the year’s report together is citizenship. Think of the spirit of the London Olympics encapsulated by Tim Berners-Lee at the height of the opening ceremony, tweeting ‘This is for Everyone’ to the watching world. Think also of the disintermediating potential of Kickstarter and the grassroots fan fiction communities that spawned Fifty Shades of Grey. How about the data-driven intimacy of Obama’s election campaign? The transparency and ubiquity of social media is fuelling the rise of people power. What’s more, Nielsen’s Global, Socially Conscious Consumer report found that 66% of consumers prefer to buy from companies that have implemented programmes to give back to society. Citizens the world over are demanding that advertising speeds up its radical shift from perfection to honesty, from control to collaboration.

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