Find out how Playrcart, the pioneers of transactional advertising, delivers above average CTR’s in partnership with GumGum.

Building the perfect partnership between creative and technology to enable brands to convert any digital asset into transactional adverts allows consumers to purchase directly.

There has never been a better time to focus on how to obtain, optimise and first party consented data, but how?

We are proud to showcase our recent work with Vodafone and how we increased conversions well above their average benchmark.

We’re all in the gutter, but some of us are reaching for the stars

Adtech is broken. Many advertisers are slogging through the gutter, fighting to build customer trust as convoluted cookie consent pop ups, opaque profiling and creepy online tracking swirl around their ankles. But there is a vision for a better future, and we can see the stars. Stephen will set out the issues and explain the ICO’s vision for the future of online advertising and our work to achieve that. Will advertisers use their influence to help us all reach the stars?

Faster than the Speed of Change
Ios14 has spelled the end of user level data. How can apps stay relevant to their audience and keep their customers engaged? AppsFlyer will be exploring how brands can rise past the challenge and what comes next.

Digital advertising has created new media targeting & personalisation opportunities, but also a growing distrust amongst consumers. As regulators and tech companies push back on the use of data in advertising companies are prepping for a ‘cookieless future’ - but should we be finding new ways to achieve the same things, or be rethinking our approach more broadly? Could doing so help shape a better internet for both consumers and advertisers?

Mobile is the best marketing platform ever. Fact.  Not only is it where your consumers actually are (sorry TV!) but the targeting and attribution capabilities are amazing. But what's that coming over the hill? Oh No! It's the great privacy Reset! AGHHHH, but fear not, because David from Liftoff is here to explain why you should put down your pitchfork and embrace the change.

Sustainable spin cycle: Should media greenwashing be hung out to dry?

Brand purchase decisions are being driven by sustainability considerations.

In 2022, First Insight reported that three-quarters of Gen Z consumers consider sustainability more important than brand name.

And this motivation is spreading to marketers.

A CIM survey earlier this year showed 45% of marketers felt under pressure to communicate companies’ sustainability credentials, while 49% said they were wary of working on sustainability campaigns because of the fear of being accused of greenwashing.

What does this mean for the advertising industry?

Current research suggests 10 million digital ad impressions can generate the same amount of CO2 as five people in the UK generate in a full year.

However, positive results are starting to emerge – whilst the debate about the best approach continues to rage.

Our panellists will discuss the boundaries of responsible media, what it means to be sustainable in digital advertising, whether this is merely the latest fad, and what we should all feel about potential greenwashing.

Can you revive a dinosaur? Can advertising survive or even thrive in a net zero society?  

The world has eight years to halve emissions to stay on track, yet it is currently estimated that advertising adds 28% to every individual's carbon footprint in the UK. How can a 100 year old industry evolve from consumption to communication?  Decarbonisation of the advertising ecosystem is key - but is only the first step of the transformation. 

Is it possible for an industry which is apparently less trustworthy than politics to become a key  architect of a more equitable and sustainable future?  

Will embracing and evolving to more sustainable business practices be the key to addressing the industry's 30+% churn?  

And as the circular economy model becomes more prevalent, what does the shift from products to services mean for marketing strategies and campaign KPI's?

In this thought provoking session, Laura Wade, Head of Sustainability at Essence will discuss what it takes for an industry to change, what the agency of the future looks like and whether becoming a leader in climate action is the key to retaining talent during the ‘Great Resignation’.

Being a Responsible Media Owner

Where are we on the addressable TV journey?  

In this CTV leadership conversation, Paul Gubbins, VP of Strategy at Publica, will be speaking to his panelists about the rise of addressable TV and the programmatic technology increasingly being used to support its rapid growth.

 We will hear from both the buy and sell sides of CTV and discuss some of the key trends that are shaping the TV ecosystem. Key topics of discussion will include broadcaster programmatic innovation, measurement, CTV data, contextual targeting, ad pod management, SPO and we will establish what is actually possible today for advertisers when looking to target audiences in ad supported streaming environments.

We will also be discussing the best practices for CTV publishers to follow when looking to grow their share of programmatic demand and the rise of AVOD!.

How Programmatic Digital Out-of-Home Earned a Permanent Place in Marks and Spencer’s Omnichannel Media Strategy 

Programmatic digital out-of-home (prDOOH) is one of the fastest growing (56% 2021-2022), but sometimes misunderstood, media channels that marketers want to embrace but don’t always know how. 

For Marks and Spencer, prDOOH has become a permanent fixture on both short- and long-term omnichannel media plans effectively reaching the modern mainstream audience, amplifying other channels, and building impact at scale.  

Join Kate Tovey, Director of Customer Engagement, JCDecaux UK, Luisa Lee, title, Marks and Spencer, and Ben Chadd, Managing Partner, Mindshare to uncover the secrets behind the success. 

In this session you will learn: 

 The benefits of a digital-led OOH strategy  

·         How brands and agencies can integrate prDOOH into omnichannel media plans 

·         How to use multiple data sets to activate prDOOH for maximum efficiency without compromising reach  

·         Best practices for measuring the success of prDOOH campaigns 

·         Different ways to use data to optimise planning and buying and how JCDecaux’s sales and brand lift studies can help you prove the effectiveness of prDOOH 

CTV: The World is Tuning in

Decarbonizing the Media and Advertising Supply Chain: How we got her and where we’re going.

Brands in the metaverse: the limitless opportunity

In a world where our physical and digital personas can co-exist as we choose, how can brands leverage metaverse experiences to connect with their customers in the spaces that matter most to them? Learn about how Burberry is exploring this new terrain to enhance the luxury experience for communities around the world.

Virtue signalling won't save us. Time for sustainability of conviction

The planet is in crisis, we’re on the brink of a global recession, the divide between rich and poor has never been greater and women’s bodies are not their own. Politicians are failing to act and the world’s billionaires are busy planning their escape route into space. So, what are we going to do about it? Watch from the side lines in our ocean plastic trainers, making work that “starts conversations”?

The leaders in sustainability are the ones that show up, stick around and actually commit to helping to solve systemic issues. In this session, Vicki Maguire, CCO Havas London, and judge on the Sustainability jury at Cannes Lions this year, talks advertising at its best and worst, and asks why we aren’t championing sustainability of conviction.

From tokenism to transformation: How to avoid lip service and build an authentically inclusive foundation

Did you know that 58% of people in the UK believe that brands have an important part to play in the social conversation about issues like gender equality and race or immigrant relations*? 

It’s time for brands to act. 

Kantar’s Executive MD Amy Cashman is joined on stage by one of the biggest names in beauty and skincare marketing, Munnawar Chishty. Munnawar Chishty has held senior marketing roles in the global beauty industry for over 20 years, in leading CPG businesses such as Johnson & Johnson and GSK. She is currently Global Vice President Category Director Beauty for the No7 Beauty Company division of Walgreens Boots Alliance leading marketing for iconic brands such as No7 and Liz Earle.

Discover how No7 took bold steps to disrupt the beauty industry, from product development informed by inclusive panel testing to advertising featuring positive portrayals of under-represented groups. The next step of this transformation was No7’s partnership with Kantar Marketplace, enabling the brand to make data-driven, confident decisions with its diverse consumer base at the heart.

Plus, we’ll wrap up the session by sharing how you can join No7’s testing panel and be part of the ongoing conversation!

*According to Kantar’s 2021 Sustainability Sector Index  

Consumer centricity in a post Covid world

How Cadbury and Amazon Ads developed a recipe for success to connect with audiences throughout the customer journey

Cadbury, Carat, and Amazon Ads have recently teamed up to amplify and extend seasonal campaign moments to reach audiences both on and off Amazon in creative and relevant ways. In this session,Laura Belchier, Head of Retail and Hospitality at Amazon Ads UK, sits down with Laura Gray, Senior Brand Manager at Cadbury, and Lauren Kenny, Client Partner at Carat UK, to unpack some of the top highlights and insights from their ongoing collaboration.

Is your marketing strategy made of straw?

Too many marketers have marketing houses made of straw and sticks, without even realising it. The first huff and puff of economic, digital or disruptive competitive gusts can see it collapsing into a heap. We talk about getting the data foundation of your strategic marketing mansion solid, so that everything that stands on top can weather any storm.

Marketing as a driving force for positive change

How Asana helped DeBeers transform their brand to make life brilliant

Recognising that luxury is a type of experience, not just a level of quality, DeBeers knew they needed to build a marketing strategy that demonstrated their commitment to ‘make life brilliant’ – for their people, customers and the world around them. To deliver this new vision, DeBeers turned to Asana to drive everything from their company rebrand through to aligning their four separate marketing departments.

In this Q&A, DeBeers Head of Marketing Effectiveness, Steven Amir, and Asana's Head of EMEA Marketing, Katie Rowland will cover the challenges they faced in aligning a global marketing team, and how Asana has enabled DeBeers to restructure the way they work. From relaunching their website and bringing a new product to market, to creating a relatable brand voice. You’ll learn how Asana can provide the clarity and alignment needed to underpin a distinctive brand DNA.

Tackling The Alcohol Free Beer Hangover

For many years, alcohol free beer has been struggling to shake off a negative perception and stigma… until now.  Find out how the nation’s favourite alcohol free beer, Heineken 0.0, is shaking up the category, challenging preconceived thoughts, and going where no beer has gone before

#HopeUnited social campaign

How to be truly authentic in DEI: going beyond the tickbox

If data is the new oil, why the f*** am I not rich?

For more than a decade now we’ve been hearing “data is the new oil” and true, decision-making is now dominated by data at all levels, but if marketers are surrounded by data why haven’t we all quit our jobs and living as billionaires sitting on private yachts?

Could the answer lie in collecting more data? Potentially, but the real issue comes from the idea that you need to start using the customer data you have correctly. Are you exploiting the data you hold to build an extraordinary marketing strategy? The chances are you can always do more.

And now with the phasing out of third-party cookies very much on the horizon, is zero-party data the new Holy Grail? Have we become too reliant on cookies and forgotten that successful marketing is about engagement and relevance? And wtf is a single customer view

‘No guts, no glory. Ford’s appetite for innovation

With the world changing faster than many brands can keep up with, learn how Ford is adapting and innovating its customer experience, within an industry that is facing some of the biggest disruption it has seen.

What to expect today at MAD//Fest

Doing good by doing business. How to build a purpose driven brand

Leading UK women's professional community, Bloom UK brings together 4 inclusion group leads to not just address bias but to talk through how it can and will be broken. We all know that there are systematic problems in our industry but change is coming, change is possible and change is good! Join us to be one strong voice working together to be part of the change

How Slim Chickens Chickened Out of Christmas

Join David Whitely, formerly known as Sideman and The Fifth’s Chief Operating Officer, Jess Markwood for Christmas in July as they revisit how Slim Chickens inspired the nation to chicken out of Christmas plans. Expect a few surprises. 

Failing Fast

I think there is an inherent fear of failure that’s getting worse in Marketing, especially with the short job tenure of most CMOs. I’m going to share how we’re changing our approach to failure at Electronic Arts, and how it has become our greatest opportunity.

Move over Mean Girls; your content is saying truly terrible things about you behind your back

You’re desperately trying to fit in and cut through with your content, but behind your back it’s calling you a Plastic, a Martian or a fugly s**t. Find out how to rule the school with authentic and relevant content, as you learn from the painful mistakes of those who are trying too hard, hiding secrets, acting weird… or just not wearing pink. Yes, it’s a Mean Girls analogy for our mean times.

My journey as a transgender technology entrepreneur: what businesses can do to create happier, healthier + more productive workforces

If you can’t see it, you can’t be it – the rise in visibility of women’s sport

Pros Disclose: How we use social data to discover the best creators for the campaign

Discovering and working with the right creators isn’t just about follower numbers or engagement rates. King Games’ Senior Social & Creator Marketing lead, Lara Dowd, and leading influencer marketing platform Tagger’s head of EMEA, Hannah Monds, will unpack the data that is used to consider creators across all major platforms from TikTok to YouTube and beyond, and how best to collaborate with your KPIs in mind.

Why now? The case for brand investment in women’s sport

“Something greater”: Defining the Moneybox brand promise

Moneybox launched their app back in 2016, and made waves with their now famous round-ups feature, which helped thousands of people start investing with just their spare change. But last year the company began to realise just how much their service had transformed from those early beginnings. Moneybox had more products, services, features, and tools than ever before- and a growing community with a wider range of needs and goals. It had become clear that Moneybox was outgrowing its existing mission and brand identity. Join Mark Tomkinson, Senior Customer Success Manager at Attest and Brand & Creative Lead, Hannah Allen, as they dissect how consumer research was essential in the journey to rework the Moneybox brand and define a new promise for their customers.

Localising a Global Icon

lollipop mentoring: Deeds Not Words Create Real Change

How to invest in your brand by investing in diverse creators and communities

According to Google, 69% of consumers say they are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity. By investing in diverse creators, whether it's through inclusion lists or utilising diverse creators in your advertising, you’re ultimately investing in your brands future by making your media and content just as diverse as the world we live in.

Brands and advertisers have the opportunity to break stereotypes and shift global perspectives when it comes to diverse communities. It's only right that brands take initiative, review their blocklists, and partners that reflect their core values to meet brand safety and suitability needs.

In this session we’ll be tackling topics including:
What proactive strategies are brands/agencies/industry bodies using to ensure more diversity and inclusion in advertising practices?
How have these strategies been embraced and applied?
What success stories and learnings are we seeing?

Taking on the Big Dogs

Gen Z in the Metaverse

Left in Lockdown - Parents Under Pressure

For working parents, the challenge to maintain a focus on their career while providing and caring for their children is huge. It is an issue for all parents but traditionally women have taken the brunt of childcare and are being marginalised from the workforce at an alarming rate. If as an industry we want to truly achieve equality, then protecting and supporting working parents is a vital step forward. 

 There have been significant changes in working practices over the past few years, many as a result of the pandemic. The introduction of flexible working has seen an increase in the number of parents sharing the role of primary childcare provider and also completely changed our expectations of flexible working. But with some businesses forcing employees back into the office full time, we risk undoing all we have achieved. 

 Join this session led by The Women in Programmatic Network, discussing the findings of their research and giving insight into what businesses can do to ensure they don’t alienate working parents.

How can we encourage consumers to do more homemade cooking in a post pandemic world?

As the world's largest herb & spice company, McCormick (Schwarts in the UK) has ridden the boom of home-cooking over the past 2 years. As part of this brief, McCormick are looking for solutions that can sustain growth through inspiring people to cook more in a post-pandemic world

STF-UP and get moving!

Find out how United Plankton innovates the video production process of Unilever, Coca-Cola, Henkel and 600+ other brands around the world.

If you are a brand looking to scale up your video productions with a time-saving and flexible solution, don’t miss this session where Sila demonstrates through examples how static images come to life with the FASTEST video production technology in the world!
Join us to learn how United Plankton team has innovated the video production process and produced more than 40.000 videos to maximise marketing campaign successes of over 600 global brands.

The Power of Audio - An Immersive Experience

How to innovate beyond disruption and shape your own space

The world of marketing is facing a storm of disruption, to say nothing of the looming cookieless world. Most of the time spent by consumers online is on the Open Internet, but yet most ad spend is pumped into walled gardens. If we don’t start shifting our priorities, we risk losing the choices we enjoy as an industry, and as consumers.

Simon Trewavas will provide valuable insights on how, as an industry leading expert in programmatic retargeting, prospecting, branding, and 1st party data, RTB House has innovated to gain an edge in programmatic and how it will provide a game-changing advantage to its clients in a world without 3rd party cookies.

The open web needs open and innovative minds. Don’t miss out on learning how you can shape your own space and win new customers. By keeping curious we can still operate in a world of real choices.

The Hundred: Throwing Cricket’s Doors Open

Is 5% femail tech founders enough? WTF is needed to change that number

Moderated by female founder, Julia Linehan, this panel will deliver a punch and leave everyone armed with actual steps to act. No guts, no glory is what all founders need to have. How do we ensure that women are as equipped as men to step up, step in and even up the balance.

 The panel will need to come with radical steps to take, explain why now is the right time, give tips on who to go to for investment and tell future founders - all future founders to walk out of MADfest ready to become the next start up!

Promoting and enabling personalised healthcare.

As the world's largest pharmacy chain, Walgreen's is constantly looking to cater to consumers' health-care needs on a more one-to-one basis. As part of this brief, Walgreen's are looking interested in tools that help the business better understand the needs of customers, customising products & services and connecting consumers to Walgreen's stores.

Make your brand stand out through best practices for innovation

Brands invest vast sums of money and flood the media with their brand messages. As a result, the consumer's level of attention decreases, and the threshold of excitement rises; the consumer is exposed to thousands of marketing messages daily, and his brain must filter them out to survive.

Even when you do an excellent job with your brand and invest a lot of money in the media - it may be that no one will notice your message.

In 2022, your brand's main challenge is to stand out first and foremost! But, of course, the first step is to grab the audience's attention.

The best way to stand out is through innovation.

In the session, Yossi will demonstrate through examples how you can use innovation in a variety of areas: In product, distribution, price, marketing, advertising, and media.

Reality eats Vanity. Is digital disruption dead?

Invest in Data. Deliver The Future - Unlock brand budgets and partnerships through best in class data provision

Connecting with shoppers, instore and online

As the world's largest bottler of Coca-Cola products (outside the US), CCEP is looking for innovative solutions to connect, engage and influence shoppers. As part of this brief, CCEP are looking for tools to engage shoppers mid Grocery shop (Instore or Ecomm) to break their habits and to help them pick up something different.

What to expect today at MAD//Fest

Fixing Toxic Social Media, What Can Brands Do?

Step aside brain, you’re in the way

Wieden+Kennedy vet and employee No.8 Susan Hoffman takes aim at the over-thinking which is stifling the creative process. Through her work on brands including Nike, Susan discusses how to replace a culture of 'calculated risks' with a freedom to fail.

Start with consumer closeness. And you may change the world. 

Did you know that consumers have greater confidence in the ability of brands to make a positive impact on society and the environment than they do for governments?

Kantar’s Executive MD Amy Cashman is joined on stage by Reckitt’s Insight & Analytics Lead UK, George Papadopoulos. George represents the voice of the consumer at Reckitt Health, UK, and is passionate about putting the consumer at the heart of the business. His take: Start with consumer closeness. And you just may change the world.  

The average lifespan of brands has diminished greatly in the last few years, going from decades to single digits. Consumer-centricity is key, not only to thriving, but to surviving. Reckitt’s Insight team not only survived, but thrived by creating their own consumer closeness blueprint to bring the consumer front and centre, powering its marketing community through unchartered waters and injecting purpose into what were primarily functional brands.  

Consumer closeness means doing what’s right for the consumer, but what does that look like in practice? Consumers expect more from brands than to just sell goods and services; brands can be a force of good. Take fast fashion – it’s the second largest pollutant on planet earth, so prolonging the life of your clothes, even by a tiny bit, would make a world of difference. For Reckitt brand Vanish, effectively communicating brand purpose was their way of tackling this problem, one wash load at a time. Discover how Reckitt put their consumer hat on in a lean and agile fashion and partnered with Kantar Marketplace to test (fail, learn, succeed) a series of creatives that put consumer values and data-driven insights at the heart.

How Specsavers taught an old dog new tricks

Democratising Creativity

Ugly since 2002: how Crocs change consumer perceptions to become a pop-culture and Fashion icon

Crocs are on the feet of everyone out there in 2022, from global fashion icons, sneakerheads to families, and there’s no slowing down for the 20th anniversary of the brand. Crocs have transformed consumer perception with a fan-centric strategy creating authentic connections via digital and social platforms. Hear how creating culturally-relevant and innovative marketing, has led the brand to build one the most engaged fan-bases in the industry and a true Fashion icon.

The INKEY List's Secret Ingredient: How we create Hyper Personalised Customer Experiences, using data

The 4 key pillars of the conversational era

The ability to converse separates humans from other life forms, but in marketing are we really having meaningful conversations? Sunny will discuss the value of changing up your marketing approach and putting conversations at the forefront of your next campaign and what it can deliver when doing so.

How To Stay Relevant in a Changing World

Brand Purpose & ESG; Too Woke or Not Woke Enough

All marketers are seeking Brand Purpose, it’s very elusive and often a forced fit. Many investors are sceptical despite the growing importance of ESG (Environment, Social & Governance). Consumers demand it but don’t shop for purposeful brands. Ian unpacks this paradox and shows how to make Brand Purpose a growth driver with significant long-term benefits – especially when sprinkled with creativity. 

He explains why the future of consumer products will be purposeful, why the cynics are wrong and how to stay focused despite all the noise.

Is advertising the biggest data breach in history? 

Protecting consumer privacy is no longer negotiable. But neither is delivering great outcomes from advertising. Join our advertiser expert, Andra Mititelu, as she dives into the side effects of poor data ethics and the cannibalisation of consumers’ data for advertising, and offers practical steps for advertisers to restore consumer trust.

The magic and science powering Ocado’s marketing

Advertising in emerging culture: Forget what you think you know. 

We are at a tipping point in media, one driven by Gen Z and the influence they have over culture. This generation is moving away from the individualised social amplification of social media to a more community-centric, connected, decentralised experience found originally in gaming environments. 

Communication evolves with every generation, and as the largest generation to date steps into their role as trendsetters leading social and cultural change, with more economic power than ever before, brands need to understand their influence or risk being left behind.

In this session we introduce Generation Twitch, an audience spanning Millennials, Gen Z and Gen Alpha, who are all under the influence of the emerging social codes. We reveal what matters to these meme masters, their values and social behaviours, how they communicate and their expectations of brands. 

Leading with search to optimise digital experiences

Everything you wanted to know about contextual advertising but were afraid to ask!

New technology – new revenues. In-Image Advertising is the future.

The digital advertising landscape is undergoing some seismic changes, join SmartFrame Technologies CEO, Rob Sewell and Head of Global Advertising Sales, Gregor Smith in a future gazing session where we examine the reasons for the predicted boom in contextual advertising, $157bn last year and predicted to grow to $376bn by 2027. Plus, learn how SmartFrame is revolutionising contextual targeting with the world’s first and largest image streaming technology.

Join us to understand why the world’s largest brands and media agencies are adopting SmartFrame and get the latest insight into:

1.  The demise of the cookie.

2.  The rise of contextual targeting.

3.  The shift to the attention economy.

4.  The growth of AI and its drawbacks in ad tech.

5.  Demonstrations of ground-breaking new in-image ad tech.

Over 30,000 publishers, from media companies and image libraries to countless cultural and heritage institutions, now use our platform to host over 6.5 million images. Also, the largest UK media companies are working with SmartFrame to deliver advertising across our network for some of the world’s leading brands. How exactly are they benefiting from our system? And how can you easily do the same?

Passing the Microphone to your Members 

With trust and transparency front and center, how brands engage with their customers needs to be real, authentic, and relatable. Handing over control of your brand to your cheerleaders - your community, ambassadors, members, etc is critical to win the war on competition.  This means having the guts to 'pass the mic' over to them - to be your content creators and to own your brand's narrative. This can be risky, especially if you have a very controlled brand narrative.  But finding the right balance can bring you glory across a multitude of measures - engagements, new followers, new members, and a few found love for your brand.  

Let’s start a Business Culture Revolution. Why People are your best weapon for positive change. 

Lots in our lives have changed recently, so let’s talk about how we work. Are we just slipping back into old ways? Let’s challenge how we work. Doing it alone is hard. Doing it together is better.

Together we can construct working cultures that benefit our growth, our wellness and the future of the businesses we work for.

No guts, no glory. So let’s do it. ...oh and let’s have a beer together while doing it.

The new age of events has begun. Are you ready?

How Jack Daniel’s and Spark Foundry decided to Make it Count in the UK

Jack Daniel’s is an iconic brand, the world over. But an iconic brand can’t just rest on its laurels, it needs to constantly future proof itself by adapting to new audiences and new cultural contexts. 

In this session, Jack Daniel's and their media agency Spark Foundry, will take you through the brand’s journey in the UK and the key decisions they’ve made; from Bold Creative strategy, to Bold Media Investment, andBold Media Planning.

It's Not About The Logo! The Untapped Potential Of Brand Strategy In Sport

To create more value, sport and brands going into sport need to move on from the obsession of the logo and embrace brand strategy.

A panel discussion with

Mark Sandys, Global Head of Beer, Baileys, Smirnoff & Captain Morgan, Diageo,Russell James Sales & Marketing Director, England and Wales Cricket Board, Hannah Cockroft, 7 times Paralympic gold medal winner

Hosted by Michael Inpong. After P&G, L’Oreal and Nestle, Michael was most recently the CMO and strategy director for Müller where he led ground-breaking brand building partnerships in sport. Michael is now the Managing Director of Sport&Brands, a company he co-founded that specialises in brand strategy in sport, activity and healthy lifestyle.Michael is also a trustee of the Women’s Sport Trust since 2017 and advisor to UK Coaching.

Beyond the Basket: How immersive retail experiences engage consumers at every stage of the purchase journey

New retail preferences mean brands must adapt and shift how they use their assets to engage, inspire and convert customers in exciting and immersive ways online. Join us to learn how brands can innovate to ensure that they are listening to the demands of their ever-evolving consumer.

Simplicity the best

Moments DOOH matter

Reaching consumers in real-time, when they’re in the right state of mind, used to be next to impossible in a one-to-many environment. Now, advertisers can authentically connect in a more human, memorable and contextually relevant way with programmatic digital out of home (DOOH) using "Moment Targeting". Join us to explore creative ways to activate customised messaging in real-time based on unique, pre-set ‘Moment’ triggers like “When a flight is delayed”.

Asking yourself the hard questions is true bravery

In this session you will hear from Carlo Frem, EU Head of Social Media & Editorial at Prime Video. Carlo will chat with Jay Richards, Co Founder at Imagen Insights about why Prime Video wanted and needed to engage Gen Z in their conversations. They’ll discuss what led to this decision and ultimately why asking yourself, as a brand, the hard questions is true bravery.

Keeping it real

In just five years, Starling Bank has gained more than three million customer accounts, earned an 8% share of the SME banking market, and was the most switched to bank in Britain in 2021. 

The digital challenger bank has remained firm in its mission to change banking for good since day one, but how does Starling maintain its disruptive edge in the fintech capital of the world, while gaining the trust and scale of a traditional bank?

Join Rachel Kerrone, Brand Director at Starling Bank for a conversion about brand purpose, culture and keeping it real. 

An ACE Up Your Sleeve: Creating Campaigns that Capture the Moment

VOYLOK The short story of a (briefly) Russian Brand

VOYLOK launched in early February 2022 - nine days before Russia invaded Ukraine.  Originally positioned as a heritage Russian product updated for the modern world, the team had to quickly figure out whether or not there was a business or a brand worth saving.   Hear from CMO Bronwen Foster-Butler (previously PANGAIA, lululemon and Burberry) on how they handled the pivot of all pivots, as well as the learnings along the way.

Disrupting the creative production process

As digital marketing has evolved, AdTech and MarTech have evolved with it, continuously improving and adapting to fit the current needs of marketers. Creative production processes on the other hand, have stood still. 

Why is this? 

Why pay for creative by the unit and experience inevitable budget blowouts when what’s really needed is price certainty? Why hasn’t creative technology been introduced into the marketing tech stack when speed and efficiency are so crucial? Why be forced to choose between quality and scale, when both are required in order to reach and engage audiences? 

It’s time to provide answers to these questions.

Join Shuttlerock’s VP EMEA, Darren Jacobs as he proposes a better way forward: Creative as a Service (CaaS). Learn how CaaS is disrupting key aspects of traditional creative production, replacing outdated processes with ones that are more suited to modern marketers. 

No Guts, No Glory, or how O2 took a leap of faith into gaming

A behind-the-scenes look at how O2’s hugely successful activation in Fortnite came to life, despite encountering immense complexity, curve-ball challenges, and COVID.

Be more comedian

Human behaviour is irrational, unpredictable and fascinating to observe. There's both humour and information stored in the simplest of human acts. Finding these gems, these human truths, and building a story from them is a skill best observed in our most loved comedians. So, I urge you to keep your eyes peeled, see the funny side of life and take a leaf out of their book. Be more comedian – and connect with your audience.

What Unites a Kingdom

The new age of events has begun.  Are you ready?

We’ve entered a new age of events, and marketers much adapt, or drown their sorrows in the boring conference of yesteryears. The pandemic accelerated the digital transformation of events, but as we return to in-person, we’re not going back to the old ways.  Everything is different now: more inclusive, engaging, collaborative, and immersive.  Learn how smarter marketers make memorable events for discerning audiences.

Come discover the secrets behind pre, during and post event engagement, gamification, and collaboration.  Learn how to motivate registration, create magical check-in experiences, and drive maximum value for you, your attendees, and sponsor alike. We’ll dive into the key ingredients of successful virtual, in-person, and hybrid events.  And we’ll discuss how the emerging, yet tricky hybrid event format can actually work.

It’s time we grew the f*** up.  How clients and agencies can work better together.

Bringing world class digital customer experiences to our physical stores

Judged by Megan Ludlow, Innovation Partnerships, M&S

Empathy at Scale with Thick Data

Delivering measurement in the privacy-first world

Measuring campaign effectiveness has been a challenge for brands and media owners since the dawn of digital advertising. As we enter a post-cookie world, further challenges will emerge including executing alternative measurement techniques that don't rely on data collected via third-party user tracking, yet still accurately measure campaign ROI.

InfoSum’s Enterprise Sales Director Kate Blaxill and Customer Success Director Max Toulliou discuss how Data Clean Rooms are delivering incrementality measurement in a post-cookie, privacy-first world. Kate and Max will demonstrate how companies are already utilising incrementality to measure campaign effectiveness, including a recent campaign between Channel 4 and Deliveroo. 

From renowned to renewable: How Budweiser is driving growth through sustainability

When you fully embrace sustainability as a part of your purpose it opens up a wealth of growth opportunities. This has been Budweiser’s experience since it started on its journey of brewing every one of its beers with 100% renewable electricity. Over the past five years, the global beer brand has invested $500m in clean energy and through a smart twist in its packaging has told its story with every bottle sold. And now through its Energy Collective, Budweiser is enabling pubs and bars that sell Bud to be 100% renewable as well. In this session, Budweiser will tell the story of how its journey is going beyond the power of sustainability to drive meaning, differentiation and growth for the brand.

New Era Cap: Always Optimising 

At a time of constant disruption the power of iterative change is critical to ambitious brands with growth on their agenda. How is New Era Cap ensuring it remains adaptive?  

Go for glory – The secret ingredient that can enhance your next campaign as it has done for Amazon, Kellogg’s, ASOS, Corona beer and more!

Standing out in today’s crowded marketplace is not easy. Weak, generic campaigns don’t do the brand or their agency any favours. But wild disruptive advertising come with significant challenges and risks. Discover the added ingredient that can boost activation and engagement for any type of campaign, safely & securely. PromoVeritas are on a mission to give marketers the guts to go out and do their thing….bigger, better and bullet proof.

Engaging and re-engaging consumers in a digital world

As the world's largest brewer, AB InBev is always seeking to connect and engage consumers on a deeper level - particularly in a digital world. As part of this brief, ABInBev is in search of solutions that create personalised engagement with consumers of beer and other beverages. The product should provide recurring value so that users come back to it at least once a month.

How to authentically connect with minority audiences

Anecdote of our story behind building a highly engaged Community

Why true representation matters in the modern world 

The commercial benefit of reaching these audiences

How we do it: Qual case study, into a Quant case study, results

How to contact us

Q + A

NBAyoungthot for the Nobel Prize: how Gen Z took over

On or about June 2020, something changed. Left at home under lockdown, Gen Z came together online like never before and started to shape culture as we know it. Two years on, they’re in our workplaces, sending Kate Bush to the top of the charts and giving marketers a new puzzle to solve. In this session we’ll outline some of the most important things to know about this generation, and how you can authentically connect and engage with them.

Creating a competitive advantage with experimentation: How NIVEA uses experimentation to drive sustainable growth in times of disruption

What’s next for Attention?? Understanding the creative levers and considerations that link attention to brand performance

In this industry we are like magpies, always looking for the next shiny thing to play with. Attention is an important metric, but as with clicks and viewability, we need to ensure we’re not over selling its value or misrepresenting how it drives campaign performance.

We’ve been pushing the boundaries of attention measurement at Azerion UK, and we’re beginning to understand the creative levers that drive attention and how that can impact on campaign and brand performance.

Attention is driven by a lot of factors, and brands need to consider how all of them interplay before deciding what good attention looks like for them.

You'll take away some creative learnings from our attention research and hear Karl Lagerfelds perspective on why you need to look beyond absolute attention levels to define what “good” looks like for your advertising. And why you should stop comparing yourself to chocolate and beer brands.

“Attention” - The Denomination

The Rise of the Humans: How Attention is helping us put the customer first

Attention in ID-free advertising

Discover how you can influence your audience’s engagement and attention without cookies or any user identifiers.

Learn how through understanding your audience’s live intent plus the deeper contextual meaning and sentiment of your campaign environment you can start positively shifting key brand metrics and deliver success in the attention economy.

Identifying friends and foes of attention

Effective Attention: Optimise for results, optimise for good

Attention is not created equally. Both volume and value of attention differ across ads and environments, so why so why is the industry focussing on one dimensional benchmarks?
From, creative and context, to audience and activation, we will discuss how a sophisticated approach to evaluating Attention, encompassing multiple factors can deliver Effective Attention. Attention which is not only optimised to deliver maximum value of marketing but also to drive campaign sustainability and support a more sustainable media market.
Katie Hartley, Managing Director, Product & Innovation at dentsu, will share the recommendations and watch outs to the industry as it embarks on attention adoption more broadly.

Simplifying ad outcomes to unlock the next generation of trading models

We believe that the existing way we trade in the digital ad industry is outdated. Buying on CPMs, CPCs and CPCVs are rarely linked to marketing objectives, and measures of success are often limited to proxy metrics like reach, clicks and views.

Modern developments in big data, enhanced Artificial Intelligence, and new disciplines like attention measurement, mean that we can now attribute brand performance with more confidence.

And what if these developments meant that we could now trade instead on actual ad outcomes? With practical insights and examples, join LoopMe to learn what ad outcome advertising is, how it offers an innovative new approach to brand performance and what the role of attention means for the next generation of trading models.

Cost + Value of Attention

The art of getting your app noticed and keeping it centre of attention

Attention Drives Business Impact for MARS

We’ve all heard it everywhere: people don’t pay attention to advertising anymore, our attention spans are below gold fish one’s, but attention will save the industry. It’s been 7 years since we started understanding how attention works for advertising, and our first win was to unlock the link between attention and sales. This led Mars to be a pioneer in the Attention testing space for content. Join my session to learn more about our experience and our insights.

Creative, Context & Attention: More effective advertising in a cookieless world

The era of cookieless advertising is fast approaching and the industry is working hard to embrace the shift, looking to other promising technologies around which strategies can be built. Contextual advertising and attention technologies are both hot topics but, until now, have been seen as entirely independent disciplines.

In this session, Rob Hall of Playground xyz will present the findings of a brand-new piece of research that explores the relationship between creative, context and attention, and begins to uncover how that relationship might be leveraged to deliver better, more effective ad experiences.

The Universal Potential of Context & Creative

Advertising clutter sucks. Here’s how to avoid it & get your ads noticed like a Moonwalking Bear.

No two impressions are the same but standard industry measurement and trading currencies assume they are. The grim reality is that advertising investment is optimised towards metrics that have no bearing if someone saw an ad or not, creating waste and restricting brand growth. Mediahub will show how to mine ad exposures using eye tracking intel and machine learning algorithms to target a sub segment of exposures that are seen by the human eye.

We will lift the lid on Mediahub attention research that has proven to drive brand and sales effect, showing how people pay attention to ads across platforms, devices, partners and ad formats.

How Mars Used Creative Attention AI to Predict Video Performance In 19 Markets & Drive 18% Incremental Sales Lift​

Mars’ Agile Creative Expertise (ACE) tool, powered in part by Realeyes PreView, tracks emotional and behavioural reactions to its digital ads and incorporates response elements including distraction, attention, predicted video-completion rates, confusion and happiness. 

 In this presentation, we discuss how Mars ran ACE for over 1,000 creatives in less than 22 months, across 19+ markets and multiple segments, to prove a connection to behavioural and sales data via 4,000 sales/ads data points and benchmarks.

The Death Star and the Dandelion

How does advertising work? We come up with bad answers because we have bad assumptions. Attention data can give us better, more realistic assumptions about how people actually engage with advertising - and therefore better, more realistic answers about how advertising really works. Lumen will present a new way of thinking about how advertising works, based on data from the world's largest continuous eye tracking panels. 

TikTok Advertising Cuts Through

How TikTok ads grab attention and positively impact the upper funnel over time.

At TikTok, our dedication to maintaining an immersive and engaging experience for our users means that, in a distraction-filled world, we are uniquely placed to provide ad experiences that benefit brands and users alike.

Using results from a new proprietary research project, Dr. Nadia Morozova will explore this unique opportunity to show how brands can leverage the prolonged effect of an attention on TikTok to build deeper connections with their audience.

Attention and Creative Effectiveness

In this session, Orlando will describe the nature of our attention and how it intersects with creative work. He will describe recent changes in advertising style, why they might have happened and how they are undermining effectiveness. But he will also point to the kind of advertising that establishes brand salience, share and profit growth.

How to Build the Next Generation Purposeful Brands Igniting Action

Brands are losing the power-grip as people are taking over the very creation of marketing. At the same time people are growing increasingly distrustful towards brands do-good efforts. Thomas Kolster, a.k.a. Mr. Goodvertising, shows how to build an authentic, people-first brand.

It’s not about making people believe in your brand’s purpose, but rather making them believe in themselves and their ability to bring about change.

The workshop will show how you with advantage can turn people from a passive target group into actors across the marketing mix from products to promotion.

You’ll discover how to avoid purpose washing and build meaningful brands that play a real role in people’s lives. These tried and tested methodologies are all you need to unlock behaviour change at scale, cut-through people-powered campaigns and ultimately sustainable growth that benefits all.

You’ll learn:

How to avoid purpose-washing and play a more meaningful and authentic role in people’s lives

How to move from generic issues like plastic waste to making a real difference

How to turn people into actors across the marketing mix

See schedule, earlier talks and more thomaskolster.com

How to create scalable campaigns powered by passionate people

How to create behaviour change at scale and ultimately unlock sales

The art of taking risks: A Rory Sutherland MAD//Masters masterclass

This special live MAD//Masters By Rory Sutherland masterclass will focus on risk - one of the key themes of the online course and MAD//Fest London’s 2022 theme, ‘No Guts, No Glory’. Drawing on examples from advertising and business, Rory will share examples of when taking risks paid off, what happened when they didn’t and when they had unintended consequences. Key themes include:

Why a risk averse business culture could be the biggest risk to your business

How taking risks has turned the dial for disruptors and global brands alike

Leveraging the strength of your brand when taking risks and minimising any damage

Why experimentation and taking risks are essential if businesses want to innovate

How to turn the concept of the ‘law of unintended consequences’ into competitive advantage

‘Fail fast’ - is it a viable strategy for your business?

Powering conversations and inspiring people towards a sustainable future

E.ON wants to shine a light on renewable solutions such as solar, EV and heat pumps. They are looking for ad formats or tech which can enable dialogue around adopting renewable products. E.ON is particularly interested in transferring their brand values through supporting ethical marketing opportunities.

Creators in conversation: How can brands create diverse and inclusive experiences for the gaming and livestreaming community on Twitch?

No two communities are the same on Twitch. However, what unifies them is a love of live, interactive, shared entertainment. To understand the magical elements of Twitch we need to speak to those who make the never-to-be-repeated experiences happen on a daily basis.

Hear from Twitch creators in conversation with Adam Harris, Global Head of the Twitch Brand Partnership Studio, as they provide tips for brands on how to facilitate a more diverse and inclusive experience for the gaming and livestreaming community.

Introduction to Day 3

BREAKING DOWN WALLS AND TURNING RISKS UPSIDE DOWN

Navigating the storms with poetry, emotions and heart

Shamil Thakrar from Dishoom discusses how Dishoom navigated the pandemic and is now looking to the post-pandemic world. In a way, with all the pressures on business today, it’s all too easy to lose sight of the really important stuff.

Personification, Not Personalization

Personified Advertising allows marketers to deliver digital campaigns to individuals based on an in-depth knowledge of personas, NOT personal identity. 

Why? Because the days of relying on personal data are over: 

- Consumers reject online tracking for advertising purposes;

- Regulators’ mission is accelerating;

- Identifiers and cookies are doomed.

As we witness a transformational change of the AdTech ecosystem, not all the forces at play will survive. To thrive, we must remember what advertising is about: providing a meaningful experience and lasting impression on consumers. 

How do we unite the art of Advertising with our hyper-digital future, while respecting consumers’ privacy?

Octopus Energy, or how to build a unicorn in 3 years (by thinking really really hard about humans)

What is Attention Studies?

Attention and its disorders in digital context

Attention and AI

Radical Attention

Collapsing attention? What the public think

The Death Star and the Dandelion: how attention data reveals the reality of how advertising works