MAD//Insight
)
How Heineken Uses Creativity and Consumer Connection to Stand Out
In this week's MAD//Moments discover how Heineken’s Head of Marketing, Rajiv Sathyesh, uses real consumer insights and bold creativity to cut through the noise + why a simple phone case could change the way we socialise.
)
A Publisher Perspective on AI: Mumsnet
On Day 2 of MAD//Fest London, Mumsnet CEO Justine Roberts joined Amy Wright of Automated Creative to discuss Mumsnet’s legal action against OpenAI and share fresh insights.
)
How a heritage brand connects with communities and moves at the speed of culture
Nathalia Amadeu, Global Brand Director at Vaseline, shared how the award-winning “Vaseline Verified” campaign tapped community power, drove cultural impact, and adapted marketing to boost brand resonance.
)
'Less Healthy Food' Ad Ban: Brand Hack or Health Hazard?
From January 2026, the UK’s new Less Healthy Food rules will ban certain ads after 9pm, block them online, and end multibuy offers on chocolate, ice cream, sugary drinks and crisps. But here’s the twist: brands can still advertise, if they don’t show or name the product, writes Ian Maskell, Founder, P E C O R I N O, and former VP Global Marketing, Unilever.
)
REVEALED: Euro 2025’s best ads 🏆
England’s Lionesses may have taken the EURO 2025 crown, but which ads scored big off the pitch? Kantar tested campaigns across TV, Instagram, YouTube and more to uncover the season’s top performers. Here’s the definitive ranking of Europe’s most impactful ads.
)
How Uber Advertising is redefining creative connection
What if great advertising isn’t about shouting louder, but showing up at exactly the right moment? At MAD//Fest, Uber Advertising’s Paul Wright revealed how the brand is redefining creative connection by mapping real consumer journeys, not just digital ones.
)
Influencer Marketing: From Extra to Strategic Force
Influencers now account for 36% of global social media engagement, including actions from their brand partners. Comscore’s new report, The Influencer Effect: Powering Engagement, reveals both global and UK-specific trends. It shows how creators have shifted from being optional to becoming a strategic force in marketing.
)
The Power of Creative Consistency: How M&S Harnesses Bold Brand Voice to Share Authentic Stories
At MAD//Fest London, M&S Marketing Director Sharry Cramond stressed the value of consistent, bold, and unique branding in making M&S the “most loved and trusted brand in Britain.”
)
Beyond Digital: How Lexus UK Uses Data and Kaizen to Evolve Brand Strategy
Mat Thomas, Senior Manager, Brand Strategy at Lexus UK talks about Kaizen, Alchemy, and Data Driven Marketing, in the latest episode of MAD//Insight's partner podcast
)
Be More Boring: Vicki MaGuire’s Wake-Up Call to Creatives at MAD//Fest
In the latest of our MAD//Moments interview series, Vicki Maguire tells Tom Ollerton that creatives need to speak less, and listen and observe more.
)
MAD//Fest on demand: Creator Economy + Culture Marketing Stage
New for 2025, our Creator Economy stage now includes Culture Marketing, reflecting the growing need for brands to connect authentically with culture and consumers. Spanning all three days, this stage featured insights on picking the right creators and showing up genuinely in culture. Here are three standout sessions
)
MAD//Fest on demand: Creativity Stage
The Creativity Stage, in partnership with SAMY, was the place where inspiration ruled. Over the 3 days we heard bold ideas, fresh perspectives, and boundary-pushing campaigns that redefined what creativity means in modern marketing. Here are 3 standout keynotes.
)
MAD//Fest On Demand: AI + Innovation Stage
Back for 2025, the AI + Innovation Stage, in partnership with DEPT®, delivered three days of standout content. From real-world campaign use cases to bold predictions, this stage was a hub of AI insight. Here are three standout sessions you shouldn’t miss:
)
The Lionesses Win Again! Now Brands Have a Chance to Follow
The Lionesses are champions again, but the real win goes beyond the pitch. A dramatic Euro 2025 final, millions watching on free-to-air TV, and Chloe Kelly sealing the deal in style. This isn't just a victory, it’s a turning point for women’s sport, visibility and brands are ready to back it, says MAD//Fest's Content Director, Luke Wilcox.
)
Static Ads are for Static People
Location-based ads promise precision — but often miss the mark. A phone pings near a store, an ad gets served. But is that person interested, commuting, or just passing through? Most platforms rely on vague, second-hand signals that tell half the story.admoai take a smarter, context-first approach.
)
Adapt or Die: Rewriting the rulebook in the battle against boring
“Be Less Boring” was the provocative invitation from MAD//Fest London 2025. Sounds good, doesn't it? Havas tells MAD//Insight how this works in reality.
)
MAD//Fest on demand: The Brewery Stage
The Brewery Stage, in partnership with Havas, burst onto the scene this year. Titans clashed with challengers, the rulebook was torn up, and bold voices showed what it takes to stand out and scale up. Here are 3 standout keynotes.
)
Don’t Bore Me to Death With Your Digital Experience
If brand is experience, why do so many digital journeys still feel like doing your taxes? As marketers nail the basics, “fine” has become the enemy, safe, boring, and instantly forgettable. MAD//Fest host, Livia Bernardini, says that it's time to Be Less Boring.
)
GAME CHANGERS: BUILDING A WINNING CHALLENGER SPORTS BRAND
Engage’s latest playbook is your cheat sheet for winning the future of sport. The white paper unpacks what legacy giants can learn from creators and disruptors, and how to turn fans into lifelong superfans – and data into ROI.
)
MAD//Moments: Julie Legrand, Senior Director Global Brand Strategy & Communications, PUMA
Straight off the MAD//Fest stage, top brand marketers and industry legends sit down with Tom Ollerton for raw, rapid-fire reflections on the state of marketing, what’s broken, what’s next — and what’s just plain mad. These are the moments you don’t get in the keynote.
‘Every Day is a Gift’ - A Powerful Tribute to the Remarkable Life of Suki Thompson
A deeply personal and beautifully produced new book, ‘Every Day is a Gift’, launches on July 24th in memory of the much-loved entrepreneur, Suki Thompson.
)
250 billion Reasons Why Brands Are Backing Sports
Sport is booming — with fans spending over three trillion hours watching in 2024 and $250bn invested by brands. But sponsorship isn’t keeping pace. Two Circles explores the “objectives divide” holding it back — and how smarter, more aligned strategies could unlock a $30bn opportunity.
)
How to win at TikTok
TikTok is still missing from too many media plans — despite its fast-growing, cross-generational audience. Precis' CEO, Jess Merry, dives into new insights from Precis’ Media Mix Model study to reveal why brands struggle with TikTok, and how to unlock its full potential.
)
Advertising Pays 2025: what’s advertising ever done for us?
What does advertising and marketing do for the UK? Well, quite a lot as it turns out. It fuels growth, creates jobs, supports public services — and it's evolving fast. Advertising Pays 2025 lays out why this industry matters more than ever, in a must-read piece by Dan Wilks, Director of Credos.
)
MAD//Fest On Demand: Hexagon Stage
This month’s MAD//Fest was our biggest and best ever with content across 14 stages, over 3 days! All the sessions are now LIVE on our YouTube channel. Here are three of the best keynotes from the Kantar Marketplace Hexagon Stage!
)
Tripadvisor, Global Vice President: The Power of Stillness
In this episode of Shiny New Object—the MAD//Insight partner podcast—Christine Maguire, Global Vice President of Commercial Business at Tripadvisor, reflects on her diverse and accomplished career, and shares how embracing stillness has made her a more effective marketer and a more grounded leader.
)
Beyond the Wow: How Outernet is Turning Immersive Brand Moments into Measurable Impact
Outernet’s Commercial Director, Tom Perrett, shares how the company is bridging the gap between immersive brand experiences and smart, data-driven measurement—proving that great storytelling can also deliver real results.
)
From Attention to Intention: Rethinking Ads for a Better Digital Economy
What if ads weren’t just about grabbing your attention—but serving your true intentions? At MAD//Fest, Lee Henshaw, Founder, introduced Into-it, a new kind of ad tech rooted in what people actually want.
)
What can marketers learn from Nigel Farage?
Like him or loathe him, Nigel Farage is one of the most disruptive and effective communicators in modern British politics. His personal brand commands global attention, far beyond UK borders. In today’s attention economy, Farage offers bold lessons for marketers on cut-through, consistency, and conviction, writes Ian Maskell, Founder, P E C O R I N O, and former VP Global Marketing, Unilever.
)
Rise Above the "Sea of Sameness" with L’Oréal, Kantar, and TikTok
The creator economy is booming, but brands face a major challenge: standing out in a "sea of sameness." New Kantar data shows only 45% of beauty creator content is truly effective. That means over half fails to drive impact, believes Dan Fanshawe, Kantar's Senior Client Director.
){kind=logo}
Your Audience Isn’t Who You Think It Is
Adlook believe that it’s time to stop selling to segments—and start connecting with real intent.
)
Retail media’s performance needs a little showmanship
Retail media is stealing the spotlight with big promises—but is the industry ready for the show? Many are rushing the stage without nailing the moves. A sharp take by Maria Giacobbe, VP Business Development, Epsilon.
)
Dear Ads: Be Interesting or Be Forgotten
In a sea of forgettable ads, creativity is the real game-changer. Brand Lift shows what works, turning bold ideas into real results. Brought to you by Happydemics.
)
Rise + Shine - Special early morning sessions with Gousto, Nestlé, Samsung at MAD//Fest 2025
Join Guosto, Nestlé, Samsung and more for a lively mix of pitches, panel shows and podcasts to start your day.
)
Sportradar Announced as Main Stage Partner for MAD//Sports at MAD//Fest London 2025
When it comes to riding the emotional highs and cultural firepower of live sport, few understand the playbook quite like Sportradar. Which is exactly why we’re thrilled to announce them as Main Stage Partner of MAD//Sports the dedicated sports marketing experience at MAD//Fest London 2025.
The Bigger the Better: Why “Make the Logo Bigger” Isn’t Just a Joke
OOH reaches more people than live TV—but visibility isn’t enough. Real impact comes from emotion, recall, and smart creative. It’s time to stop joking and start using OOH’s proven levers, believes System1's SVP, Andrew Tindall.
)
Fever-Tree Named Official Mixer Partner for MAD//Fest London 2025
The drinks just got fizzier and better at MAD//Fest London. MAD//Fest has announced Fever-Tree as the official mixer partner for next week’s 2025 festival, ensuring this summer’s event (1–3 July, Truman Brewery) will be bursting with bold flavours and refreshing serves.
)
Experian Masterclass at MAD//Fest: 3PD - Gone, Garbage, or entering a new Golden Age?
Join Experian’s Danny Holmes and Total Media’s Matt Wilke for a Day 1 Masterclass on the bold return of third-party data. They’ll reveal how 3PD is evolving with smarter insight, better privacy, and real impact. Walk away with five actionable ways to make 3PD work harder for your brand.
){kind=logo}
Treasury Wine Estates Named Official Wine Partner for MAD//Fest London 2025
This year’s MAD//Fest London just got a little tastier. MAD//Fest has announced Treasury Wine Estates as the official wine partner for the 2025 festival, bringing a selection of premium wines to the bars at next week's event.
)
Lessons in Emotional Brand Building from the Summer of Sport
This summer, the world’s watching — but are they feeling? With major sporting moments filling the calendar, brands have a rare shot at connection. Attention is easy to get; emotion is everything, believes Emily Heath, Director of Engagement for Rexona/Sure
)
Don’t Be a *anker: How crushing convention in a risk-averse category transformed Nationwide
Financial services ads rank among the worst globally for being engaging, memorable, or emotionally resonant — and the data proves it. But this isn’t a crisis, it’s a creative opportunity. The brands that break away from bland win big, and Nationwide is showing the industry exactly how it’s done, writes Lynne Deason, Head of Creative Excellence at Kantar.
)
BRANDS WON’T TELL YOU THEY’RE GOING TO REVIEW… BUT THERE WILL BE SIGNS
Smart new business teams don’t wait for RFPs — they read the signs. Pearlfinders tracks over 30,000 buying signals a year to spot agency reviews before they happen. Here are the top 5 signals that a brand could be planning a shake-up in 2025.
)
The Biggest Crisis Brands Can’t Ignore: Mental Health, Humanity & Leading With Purpose
What happens when a high-flying founder hits rock bottom — and builds a platform to help a billion people? JAAQ CEO Alex Packham shares what burnout taught him about leadership, purpose, and why mental health is every brand’s business.
)
THE HAVAS ARMS: WHERE BRANDS BREAK THE MOULD AT MAD//FEST LONDON
With MAD//Fest London around the corner, the line-up for The Havas Arms Stage at Café 1001 is live. From the Paris Olympics and branding to GLP-1s and shifting culture, expect two days of bold talks and honest conversations – all under Havas’ rallying cry: ‘Only Do It If It Makes A Difference’.
)
LOOKING SIDEWAYS X MAD//FEST LIVE PODCAST : BRANDS + EFFECTIVE ACTIVISM WITH FINISTERRE, THOMAS KOLSTER, B-CORP + LAUREN MACALLUM
Leading action sports podcast Looking Sideways has teamed up with MAD//Fest London (1-3 July, Truman Brewery) to host a special live podcast on effective activism.
)
MAD//FEST’S FEMALE LEADERS’ CLUB IS BACK WITH A BANG
MAD//Fest’s Female Leaders’ Club is back on 1-2 July for a two-day programme designed to connect, inform and engage the next generation of female leaders.
)
L’ORÉAL, LEGO, SKYSCANNER, CLARINS, MARS, JACK DANIEL’S + CANO TO HOST MAD//FEST BRAND CHALLENGES
Big brands are looking for new innovation in areas including AI, content creation and brand via MAD//Fest London’s Brand Challenges in partnership with Co:Cubed.
)
Unbottling how Coca-Cola retains the unique fizz that feeds its iconic status
In this nostalgic reflection, Lynne Deason, Head of Creative Excellence at Kantar, recalls the enduring magic of Coca-Cola’s iconic “I’d like to teach the world to sing” ad. More than just a catchy tune, it sparked a lifelong appreciation for the emotional power of advertising. Unlike most jingles that wear thin, this one remains a joyful part of her memory.
)
MAD//Fest Exclusive: 10% off the Netball Super League Grand Final at The O2, Sunday 6 July
Get ready for the ultimate showdown! The UK's elite domestic netball league, the Netball Super League, 2025 Grand final will be held at the iconic O2 Arena, London on Sunday 6 July 2025, where fans can watch the pinnacle of elite netball, live in one of the most prestigious arenas in the world!
)
Rory Sutherland on why being delightfully less wrong beats being boringly right
Join MAD//Masters by Rory Sutherland - a cocktail of behavioural science, creative mischief, and strategic heresy. Your MBA won't know what hit it!
Female Leaders' Club
Join Our Mailing List
Speaker updates, ticket giveaways and exciting opportunities - don’t miss a thing and be the first to know about what’s happening at MAD//Fest
