MAD//Insight

Eddie Izzard Fireside Chat: Is Purpose BS?

Can purposeful brands make a positive contribution to humanity? Join Eddie Izzard for an interview to help us understand if purpose should be celebrated consigned to the scrapheap of brand marketing, at MAD//Fest London on 3 July.

Last Four Categories Open for Entry in The Independent Agency Awards

There is only one week to enter The Independent Agency awards. Check out the last four categories!

Everything, Everywhere All At Once. Is our obsession with measuring everything getting the better of us?

In his latest column for MAD//Insight, Tony Miller, CMO and marketing consultant, former Disney and Weight Watchers, asks whether marketing’s obsession with measurement is helping brands grow.

‘It doesn’t have to be lonely at the top’

Earlier this month saw the third Little Grey Cells gathering of senior marketers in London. Tim Healey, founder and curator of Little Grey Cells Club, explains the thinking behind his Little Grey cells Club events and reviews the key takeouts from his latest breakfast briefing on Market Orientation.

Four Steps for Foolproofing Attribution in a Cookieless World

Is your strategy prepared for the third-party cookieless future? Vibhor Kapoor, President of AdRoll and Chief Business Officer, NextRolll, shares the important role attribution will play in future-proofing your performance, and 4 tips for strengthening your strategy.

The bigger the brand, the bigger the opportunity to do good. Check out how Unilever leans on AI to make a positive environmental difference.

There are many ethical worries around AI, yet Dragonfly AI takes a positive outlook and argues from predicting storms to improved sourcing of key minerals, that it can make a real positive environmental difference.

Mattel Director of Consumer Products: We strike a balance between boldness and consumer appetite

Mattel’s Director of Consumer Products and MAD//Fest speaker, Ruth Henriquez, talks about the alchemy that has been Mattel’s marketing in the past year, why Liquid Death, (another MAD//Fest speaking brand), are the brand to keep an eye on, and what she’ll be talking about in July on the Hexagon Stage.

Nudgestock, the world’s biggest Behavioural Science festival, returns.

This summer Ogilvy and MAD//Master’s UK’s Rory Sutherland hosts the world’s top marketing psychologists, neuroscientists and behavourial economists, including Jonathan Haidt, live on stage talking Time

PromoVeritas: Take The Be Bold Ice Cream Challenge

PromoVeritas, global prize promotion specialists are asking you to be bold and in return you could win your office FREE ice-cream for the summer!

Bloom & Wild Chief Customer Officer: Your Product Is The Most Important Marketing Tool You Have

In her debut column for MAD//Insight, Charlotte Langley, Bloom & Wild's CCO, writes about how maternity leave led her to realise that brands should spend more time creating a great product or service and talking to customers in a language they understand.

Bayer Global Head Data Driven Marketing: Connecting The Dots Between Media & Creative

Bayer’s Emre Acikel, Global Head of Data Driven Marketing, believes he has discovered a winning recipe for marketing effectiveness: combining media and creative analysis and optimisation to improve ROI by up to 15%. Listen as he talks to Tom Ollerton in the latest episode of MAD//Fest's partner podcast, Shiny New Object.

How Can AI Be Directed To Support Humans As A Primary Focus?

In the first of a series of articles prior to this year's MAD//Fest Dragonfly AI asks, how can AI be more human centric and what areas and needs can AI improve?

Bodacious Founder: Embrace New Fandom Or Get Left Behind

Founder of Bodacious strategy agency and in demand keynote speaker on her specialist topic of Fandom, Zoe Scaman, walks us through how her practice has no set formula and how she has been charting the rise of the new fandom – where brands collaborate with fans on new ideas and products.

MAD//Fest 2024: Spoiler Alert!

If you’re the kind of person who can’t resist a spoiler*, spent your childhood circling what telly to watch in the Radio Times, or just like to have a rough idea of what you’re doing each day, here’s a quick sneak peak of what you can expect to see at MAD//Fest London on 2-4 July at The Old Truman Brewery Estate. *Darth Vader is Luke Skywalker's dad!!

It’s Back!! "Best Use Of TikTok" At The Independent Agency Awards

The Alliance of Independent Agencies is thrilled to re-introduce "Best Use of TikTok” in The Independent Agency Awards. Find out more.

Mars Global VP: Employ A Transformation Approach To Marketing

In the latest episode of MAD//Fest's partner podcast, Shiny New Object, Christina Rapsomanikis, Mars' Global VP Digital & e-Commerce, discusses the importance of psychological safety and the practice of foundation and transformation as a basis for successful data driven marketing.

Marketing Lessons From Retail

Danielle Le Toullec, Head of Marketing for True, and MAD//Fest Speaker, dives into the key themes that dominated World Retail Congress last month and what all marketers can learn from them - from embracing customer-centricity to the importance of innovative leadership, and the expanding role of AI

DigiAds at MAD//Fest 2024: Time + Tide Waits for No One

Ben Philips, host of our DigiAds Stage at MAD//Fest, takes us through what to expect this July with John Lewis & Partners, Asos, Deliveroo, Ocado, Boots, and Co-Op all making an appearance.

Allbirds, Just Eat, Bang & Olufsen, Peloton, Liquid Death + BA Join The MAD//Fest Lineup

Join industry leaders, CMOs, and COOs from top, cutting edge brands who'll be tackling MAD//Fest London's 'Fortune Favours The Bold' theme, this July.

Rory Sutherland: Will You Join The Fight Against “Rationalist Reductionism”?

This week Rory Sutherland urges marketers to push back against the more insane beliefs and delusions of the kind of rationalist reductionist, mechanistic school of marketing and finance and wants brands to be more like Amazon.

The Age Of The ‘Rock Star’ Ad Creative Is Over - Teamwork Rules!

In his latest column for MAD//Insight, Rich Denney, joint Chief Creative Officer at St Luke's, says that the industry needs to celebrate the fact that you need an army of people to achieve success and why we should draw inspiration for this from the likes of Emma Stone and Michael Jordan.

Why Brands Can't Afford To Ignore 1:1 Personalisation Any Longer

In today's crowded digital landscape, customers expect brands to deliver personalised experiences tailored just for them. Gone are the days of generic, one-size-fits-all marketing campaigns, argues Michael Le, Director of Strategy Media & Tech at Movable Ink

Aligning Sales & Marketing - An Essential, Overlooked Key to Unlocking Value

It may seem that aligning functions like sales and marketing is a no brainer, but you’d be surprised at how many organisations simply don’t do it. The result, believes Patrick Janssen, Partner Marketing Manager at Cisco, is lowering creative effectiveness, in the latest episode of MAD//Fest's partner podcast, Shiny New Object.

The Conversion Code: Unlocking The Ultimate Growth Lever

Brands spend too much time obsessing over the top of the funnel, pumping resources into their media and comms, but don’t spend the time to optimise what happens next, believes Adam Wright, ex-Director at Growth for Natures Menu and Beiersdorf, in his latest column for MAD//Insight.

ITV Studios CMO: "Deliver The Unexpected Everyday"

In this month's Little Grey Cells interview, Adrian Last, CMO, ITV Studios, discusses how he markets over 90,000 hours of productions – from Love Island to The Graham Norton Show - and why he and his team are not afraid to try new ideas to really push the creative bar.

Thought Leadership Is Dead! Long Live Community Leadership!

In this week's MAD//Insight column Anthony Leung, Founder, Mean Write Hook, believes that Community Leadership is the key to earning the trust of our audience and positively impacting our industry.

Professor Hannah Fry To Give An AI Masterclass At MAD//Fest

The coolest mathematician on the telly will give the MAD//Fest audience on 2 July a keynote about AI, risk taking and emerging innovation.

Why AI Is Still A Shiny New Object In Content Creation

In the latest episode of MAD//Fest's partner podcast, Shiny New Object, Bimbo Bakeries USA's Senior Director of Media, Analytics and Content, Marie Casimir Fallon, talks about the value of AI for brainstorming and repurposing content.

The Independent Agency Awards: Last Call For Entries

The Independent Agency Awards recognises and rewards the very best work UK independent agencies have produced. Be part of the action and enter! Find out more.

Jägermeister Marketing Director: How Pink Sewer Trucks Are Just Like The Nike Swoosh

In this week's column Christian Stindt, Marketing Director for Jägermeister, urges all brands to consider whether their brand is distinctive enough to cut through the attentional filter.

Just Eat, Senior Global Insight Manager: It's Good To Talk

Just Eat's Global Senior Insight Manager, Jeremy Nye believes that understanding consumers and their motivations, rather than just observing clicks and data points is the key to great marketing, in the latest episode of MAD//Fest's partner podcast, Shiny New Object.

Rory Sutherland: Should you play by the rules?

Sometimes conformity is quite frankly dull, not that there's anything wrong with being sensible, so this week Rory asks, when should you walk the well trodden path and when should you throw out the rule book and take a risk?

In The Hotseat with Ian Houghton, Co-Founder of MAD//Fest

Join the Alliance of Independent Agencies and our very own Ian Houghton for an exclusive In the Hotseat session on 24 April. Gain insights straight from the source as Ian shares the secrets behind MAD//Fest.

BS Series Podcast: Don't Muck About With Great Long Running Ad Campaigns

New to MAD//Insight this week is a bonus podcast featuring the MAD//Masters team, Sam Benton and, of course, Rory Sutherland. In their BS Series they discuss all things behavioural science and why Specsavers is right and WHSmiths is wrong when it comes to their brand.

Make Banksy Your CMO

In his latest column for MAD//Insight, Ian Maskell, Unilever's former VP Global Marketing, believes all CMOs should be more like Banksy - disruptive, creative and brand builder extraordinaire.

Dice, Doubt, And Decision Making: How Backgammon Can Help Marketers Deal With Uncertainty

All difficult decisions are difficult precisely because you are making them under conditions of uncertainty. However, Behavioural Science Consultant, Alec Barr, thinks that all marketers could learn a thing or two if they played backgammon.

Diageo Chief Innovation Officer: Distilling Future Consumer Behaviours In Bars And Beyond

In the latest episode of MAD//Fest's partner podcast, Shiny New Object, Mark Sandys, Diageo's Chief Innovation Officer, shares the company’s Distilled report and its key findings about future marketing trends.

Rory Sutherland: My 2 Second Tip To Avoid Sounding Like An Idiot

We should all be wary of blurting out the first thing that pops into your head. Sometimes pausing to think before speaking is a very good thing. The same is very true of the practice of marketing.

Asahi CMO: Marketers Must Focus On Being Better

Grant McKenzie, the CMO of Asahi Europe & International, believes that in a world where AI can make things cheaper and faster, marketers must shift their attention to more profound, human-driven work, otherwise, they’ll become obsolete. Find out more in the latest episode of MAD//Fest's partner podcast, Shiny New Object.

Brand Safety Nightmares Are Still Just A Settings Click Away - But They Don't Need To Be 

In his latest column for MAD//Insight, Jerry Daykin, former VP Media at Beam Suntory and global media leader, argues that ensuring your brand avoids the risks and negative implications of showing up against inappropriate content should be a priority, but sees light at the end of the tunnel through tech.

Rory Sutherland: How Can Marketers Lose The “Colouring In Dept” Jibe?

When did marketing lose its influence and how can we use our creativity and understanding of what drives the customer to earn the hearts and minds of the c-suite? 

Things Are Different Now - Why In-House Creative Leaders Are Leading The Charge

Change is happening in the board room! Shifts are currently taking place in business, brand and technology that will move in-house creative leaders into a prime position to successfully operate at board level, once and for all. Emma Sexton, founder of the Inside Out Community, explains why.

Rory Sutherland: There's Magic In Weird Stuff

Rory Sutherland believes that thinking differently from your competitors could be a source of real competitive advantage and therefore, a profitable place to inhabit!

Vodafone Brand + Marketing Director: "Marketing Is The Perfect Blend Of Science And Art"

In the latest edition of Lucky Grey Cells, Maria Koutsoudakis, Brand and Marketing Director at Vodafone, shares her marketing journey from college to her current role, why she thinks brand marketing brings in innovation and fresh thinking, and unpacks the importance of data and how she balances Vodafone’s media spend.

Ex Head of Customer Marketing, Diageo: Channel-Less Marketing Is The Future

Natalia Horvath, former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo believes that channel-less marketing can help create hyper-personalised content that consumers crave, as she talks to Tom Ollerton in the latest episode of MAD//Fest's partner podcast, Shiny New Object.

Burnout: Why It's On The Rise And What Are We Going To Do About It?

Abigail Dixon, founder of The Whole Marketer, shares her concerns about why burnout is on the rise in the marketing profession and most importantly what we should do about it.

The LEGO Group: How Do We Inspire More Girls To Play With LEGO?

The LEGO group, one of the most instantly recognisable and much loved brands, is launching a pilot pitch at MAD//Fest London on 2-4 July at The Old Truman Brewery. The aim? To increase its engagement with girls in the UK.

Guild Esports Is Working To Pave The Way For A Better, More Inclusive Gaming Industry

CEO, Jasmine Skee challenges us all to take inspiration from the evolution of opportunities for women in traditional sports and gaming, and highlights the necessity for visible female role models.

Becoming A Boss: Electronic Arts Global Strategy Lead On The How, What, Wherefore + Why Of Her Success

Leaning into what makes that fire in the pit of your stomach set alight, relentless curiosity, and fostering a culture of learning - Perla Bloom talks to MAD//Fest about the guiding principles, core values and key role models that helped get her where she is today.

Working Mums – Is This Working For You? Sedge Beswick Is Not Convinced

Nappy changes and international meetings - can a working mum really have it all? The Founder of influencer and social marketing agency, SEEN Connects, looks at the obstacles that prevent women from taking leadership positions and asks, 'what needs to change?'

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