The Hexagon Stage was home to some of the biggest conversations at our biggest and best MAD//Fest yet, bringing The Human Touch to life across three unforgettable days. Here are 3 of the best from last month.

Day One, 7 July: Virgin Group - The Human Connection: Why Efficiency Might Be Killing Your Brand

AI can make brands more efficient, but also more forgettable.

In his brilliant festival opener, Sam Kelly, Chief Experience Officer, at Virgin Group, argues that the greatest risk isn't falling behind on AI, but becoming so efficient and frictionless that brands become forgettable. Drawing on Virgin's experience across travel, hospitality, and entertainment, watch as he explores why memory, emotion, and human connection are the real competitive advantage.

He challenges all marketers to stop designing only for conversion and start creating experiences people will actually remember.

Day Two, 8 July: Beyond the Signal: why Human Insight is the most powerful data point

Watch the session HERE

Christina Habib, Chief Insights Officer, Beauty & Wellbeing at Unilever, has spent her career exploring the space between what data reveals and what truly drives human decisions.

Data can tell you what people do, even why they care. It can't tell you why they'd choose you for life.

In a world drowning in signals, Christina, in her Hexagon Stage keynote, argues that the brands winning tomorrow won't be the ones with the best algorithms, they'll be the ones that never lost sight of what it means to be human.

Day Three, 9 July: Dishoom - For something to truly succeed, it must have a little poetry at the heart of it.

What if the best brands don't start with strategy, but with emotion? In this inspiring talk, Shamil shares why creating experiences that make people feel something is the foundation of lasting brand success. Discover why creativity, beauty, and generosity aren't just nice-to-haves, they're essential to building a brand with soul that people remember and love.

All sessions are now on our YouTube channel. Great to watch whilst you’re on the beach, on the train, or at work!  And over the course of the summer and next few months, we'll be summarising and highlighting several of the standout keynotes, so you can have a weekly dose of marketing inspiration!