MAD//Insight
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MAD//Fest On demand - Creator Economy Stage
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE! Here are 3 of the best from the Creator Economy Stage.
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MAD//Fest On Demand - Retail Media
Last month’s MAD//Fest was our biggest + best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE. This week we are helping you to navigate one of the hot topics that’s dominating the industry at the moment, Retail Media.
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MAD//FEST 2024 ON DEMAND: CREATIVITY STAGE
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE! Here are 3 of the best from the Creativity Stage.
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MAD//FEST 2024: HEXAGON STAGE SESSIONS NOW LIVE ON OUR YOUTUBE CHANNEL
This month’s MAD//Fest was our biggest + best ever with content across 9 stages, over 3 days. Over the next week we’ll be adding all the sessions onto our own YouTube channel but as a teaser, the action from the Hexagon Stage is already live!
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MAD//Moments: Canada Goose - We have a responsibility to mitigate the effects of digital on Gen Z
In the latest MAD//Moments interview from this summer’s MAD//Fest, Phil Clark, Senior Director at Canada Goose, said that it’s the industry’s responsibility to mitigate the effects of digital media.
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MAD//Pod: Square's Lizzie Barclay - Experimentation within a Framework
In the latest episode of our MAD//Pod, Lizzie Barclay, VP and Head of Integrated Marketing for Europe at Square, shares insights on marketing strategies, leadership, and boldness in business.
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Octopus Energy is your friend
John Sills, author of The Human Experience, Managing Partner at customer-led growth consultancy, The Foundation, and MAD//Fest speaker, explores how Octopus Energy’s commitment to kindness and customer care has made it the UK’s largest energy supplier.
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The Power of Analogue Creativity in an AI World (And why marketers must embrace it)
In an age where AI is becoming omnipresent and marketers are in a constant battle for attention, the value of true human-powered creativity is more important than ever, writes Ian Maskell, Founder, P E C O R I N O, and former VP Global Marketing, Unilever.
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MAD//Pod: 1664 Blanc - Creating An Elegant Revolution
In this week's pod, Nikola Maravić, Global Marketing Director at Carlsberg, and Jamie Holton, Strategy and Innovation Partner at Haynes McGregor tell the story of 1664 Blanc and how they've connected the worlds of design, art and fashion.
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Why sticking to the same story doesn’t need to be boring
ASICS' Executive Vice President of Marketing, Gary Raucher, in his first column for MAD//Insight, believes the key to building a strong brand is consistency. Saying the same thing again, and again and again. It's not boring - the strongest brands in the world are masters of plain old repetition.
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MAD//Moments: Who Gives A Crap MD - Toilets are funny, lack of sanitation isn’t
In the latest MAD//Moments interview from this summer’s MAD//Fest, MD (Europe) for Who Gives a Crap, says that whilst they don’t take themselves seriously, the causes that they care about, they take incredibly seriously.
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Kettle Chips: When sport sponsorship goes for joy, not sweaty people in pain with big calves
When Valeo Foods UK, makers of Kettle Chips and Rowse Honey, became the official supporter of British Cycling, they realised that even when sponsoring a gold-medal winning machine, at its heart sport is about joy, writes Valeo Foods CMO, in his latest column for MAD//Insight.
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Standard Life Brand and Marketing Director: Go beyond the spreadsheet and talk to real people
“Talk to customers” but remember that “we are all weirdos, and think about things in a weird way” says Virginia Barnes, Interim Brand, Sponsorship and Retail Marketing at Standard Life UK, in this week's MAD//Fest partner podcast, Shiny New Object.
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MAD//Pod: Gymbox on how to cause mischief
In this week's pod, Gymbox's Brand and Marketing Director, Rory McEntee, spoke to Fresh Air's Michaela Hallam about getting into trouble with the lawyers, how you become bold with your marketing and making people smile.
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The Retail Media Playbook: How to Win in a Changing Game
Retail media networks (RMNs) are changing the game. But in his first column for MAD//Insight, Dean Harris, Head of Co-op Media Network, says this isn’t just about jumping on the latest trend. It’s about knowing the playbook and making the right moves.
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THE INGENUITY GROUP INTRODUCES INGENUITY+
This week, The Ingenuity Group, the UK’s biggest connector of brands and agencies, announced the rebrand of its intermediary service to Ingenuity+. This will be led by Richard Robinson + Gill Huber.
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How can AI help us imagine the future?
In his latest column for MAD//Insight, Henry Coutinho-Mason summarises his VisuAIse Futures session from this summer's MAD//Fest - a live creative exercise where he and Natalia Talkowska asked the MAD//Fest audience to imagine their dream client of 2035. And then sprinkled some AI on top.
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Cathay Pacific, Regional Head of Marketing, Europe: The Power of Tech in Creating Immersive Experiences
Cathay Pacific's Regional Head of Marketing and Lifestyle Europe, Lisa Delaney, is a big advocate of brands using technology to create unique immersive experiences, in this week's MAD//Fest partner podcast, Shiny New Object.
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From Cookies to Consent: The Power of Zero-Party Data
We’re in a new era of privacy. Brands and marketers are turning to zero-party data to meet new challenges head-on. Zero-party data, offers unparalleled insights into consumers' preferences and intentions, making it a cornerstone for effective, privacy-compliant marketing, believes Ogury's UK Country Manager, Lawrence Horne
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The unexpected power of free
In his latest column for MAD//Insight former Director of Growth at Natures Menu, Adam Wright, who is now at Sampl, explains that giving free stuff away works. It works so well that 58% of consumers are more likely to purchase after receiving a free sample. But yet, it still feels risky for a brand.
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MAD//POD: Yorkshire Tea's Strategy + Innovation Director on their ‘Mission Impossible?’
How is Yorkshire Tea responding to the fact the kids aren't putting the kettle on as often as they used to? Listen to how Dom Dwight is on a mission to get us all drinking more of the nation’s favourite drink.
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MAD//Moments: Vodafone Global Creative Director - Have fun with AI
In the latest MAD//Moments interview from this summer’s MAD//Fest, Vodafone’s Global Creative Director, Sabrina Godden, said that human creativity will not be replaced by AI and so marketers should enjoy experimenting with it.
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MAD//Pod: Magnum, Global Brand Director - "Magnum became an accessory, like walking on a catwalk"
In the latest MAD//Pod Magnum’s Global Brand Director, Tugce Askoy, says Magnum has entered the world of luxury and its marketing reflects this.
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Unlock Success: discover how happy people drive thriving agencies
This year's Festival of Happiness produced by the Alliance of Independent Agencies will focus on the relationship between how ensuring the wellbeing and therefore happiness of the team results in greater commercial success.
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MAD//Moments: Guinness Marketing Director - Big polished ads are no longer part of our brief
In the latest MAD//Moments interview from this summer’s MAD//Fest, Guinness’ Marketing Director, Anna MacDonald, said that because the world has changed, the brand’s marketing has had to change too.
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HUMAN CENTRICITY AND CULTURAL INTERSECTIONS – THE SWEET SPOTS MORE MARKETERS NEED TO TAP INTO
In his first column for MAD//Insight, VP, Global Brand Marketing at PepsiCo, Eric Melis, says that brands need to be in-tune with what’s going on in the world. Therefore, marketers should take more time to consider where the relevant cultural intersections may lie.
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Top Tips on How to Disrupt Your Market and Be a Force for Good
Disruption can be daunting, but it’s also incredibly rewarding, especially when you’re driven by a mission to make people feel happier + healthier whilst making a genuinely positive impact nationally + internationally. So, how do you disrupt your market and, more importantly, become a force for good? Let’s dive into the top tips we’ve learned from our journey so far at TrueStart.
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Rory Sutherland: Every great idea requires salesmanship
James Watt invented the term horsepower as a great marketing tool to sell steam engines to mines, which confirms Rory Sutherland’s belief that a great product is never enough.
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MAD//Pod: CO-OP Director of Marketing Communications - Strapping yourself onto a rocket
In the latest MAD//Pod CO-OP Director of Marketing Communications, Amanda Jennings, likens the brand’s venture into live events to being strapped to a rocket and why brands have to go hard or go home.
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From Aisles to Ads: The New Media Moguls Reshaping Advertising
Forget Hollywood and Silicon Valley, the real game-changers in advertising are not who you'd expect. Raj Redij-Gill, Digital Marketing Consultant, and Retail Media strategist, gives us the lowdown on where this booming sector is heading.
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MAD//Moments: Nils Leonard - “Creativity has become a weak word”
In the latest MAD//Moments interview from this summer’s MAD//Fest, Uncommon Creative Studio’s co-founder, Nils Leonard, told us that the word creativity has lost its meaning
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MAD//UpNorth: What Sets Us Apart
Next February, MAD//UpNorth is launching in Manchester with the theme, "What Sets Us Apart." This theme will not only shape content curation but will also drive major activations, marketing strategies, and brand identity. Find out more.
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Market Expectations vs. Marketing’s Muddle: Whistling Past the Graveyard?!
Richard Kramer, founder at top TMT equity research firm Arete, argues that ad spend predictions are too optimistic and that CMOs have a great opportunity to reduce their expenditure with zero change in effectiveness.
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Canada Goose, Senior Director: You can't replace the human touch
Phil Clark, Senior Director, Digital Marketing & Media at Canada Goose, shares why human control, empathy, and creativity are vital for succeeding in the next phase of data driven marketing, in this week's MAD//Fest partner podcast, Shiny New Object.
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MAD//Moments: Paul Collins, Bang & Olufsen - “No one can beat us on luxury”
In the latest MAD//Moments interview from this summer’s MAD//Fest, Bang & Olufsen's Global Creative Director, Paul Collins, told us why it is once again focussing the brand on luxury + aspiration.
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MAD//Pod: Liquid Death VP Marketing - "I Wanna Give Away a Fighter Jet"
In the latest MAD//Pod Liquid Death's VP Marketing, Dan Murphy shares their secrets on how they are making water cool, making marketing fun, and giving away a fighter jet.
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Uber: Capturing Attention in the Moment - The Rise and Importance of Mobility Media
Paul Wright, Head of International, Uber Advertising shares Uber’s insight into the way rideshare and delivery apps have revolutionised the way we travel, eat and meet our everyday needs.
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The MAD//Pod has landed
The official MAD//Fest podcast, MAD//Pod, has landed! Recorded, in partnership with podcast production company, Fresh Air, at the UK’s biggest, boldest + most distinctive marketing, advertising + disruption festival, last month
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Lucky Saint: Pick the right stones if you want David to beat Goliath
Lucky Saint’s Marketing and E-Commerce Director, Kerttu , told MAD//Fest last month, that there’s a lot more to their success than merely being disruptive.
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MAD//Moments: Tati Lindenburg, Unilever "Be resilient, bounce back and don't get tired easily”
In the latest MAD//Moments interview from this summer’s MAD//Fest, Tati Lindenburg, VP of Marketing for Dirt is Good at Unilever, said that all marketers need to be resilient.
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Brand Innovation Challenge: Fanatics Chooses Luminr to help them connect with sports fans
Sports apparel company, Fanatics, picked AI powered company, Luminr, to help them find the great stories that sport often provides.
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The Ever-Changing World of Retail: How We're Keeping Up...
Katie Mitchell, MD of Seen Studios told us that in the dynamic landscape of retail, the only constant is change. Consumer preferences are always on the move, influenced by new tech, cultural trends, and shifting social dynamics. At Seen Studios, we help our brands not just keep up, but lead the way in a market that’s as competitive as much as it is in constant evolution.
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Brand Innovation Challenge: LEGO Chooses Rock Paper Reality to help them build their relationship with girls
The LEGO Group picked immersive experience company Rock Paper Reality to help them inspire girls to play with LEGO, in last month’s MAD//Fest Brand Challenge.
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How Who Gives a Crap uses ‘toilet humour’ to save the world
Emily Kraftman, MD (UK and Europe) of disruptive loo paper brand, Who Gives a Crap, told MAD//Fest how humour, honesty, and a commitment to doing good turned a humble toilet paper company into a beloved brand.
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A Data-Driven Crystal Ball: How AI Tooling is Changing the Marketing Game
Chelsea Noronha, Strategist at Brave Bison, believes that whilst marketers are always grappling with new shiny objects which constantly reshape the playing field, they should take the 'leap of faith' + embrace the change AI brings rather than adopt a 'wait and watch' approach.
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MAD//Moments: Susan O’Brien, Just Eat - Don’t Flip flop on strategy
In the latest MAD//Moments interview from this summer’s MAD//Fest, Susan O'Brien, Interim CMO and VP of Global Brand at Just Eat Takeaway.com, spoke about why marketers should stick to their guns.
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Scoring big in the world of sports and creativity
As the Paris Olympics come to a close and after Spain's triumph in Germany, Kantar’s Client Director, Creative, Eduard Aguado, asks if this summer’s sports bonanza paid off for advertisers’ Euros and Olympics campaigns.
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MAD//Moments: Andrew Smith, Vinted - Building a future ready brand
MAD//Moments is a series of short interviews from this summer’s MAD//Fest. Vinted’s Senior Director, Brand, Andrew Smith said all brands should contribute to a more sustainable ecosystem.
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Ice Travel Group, CMO: Don't Let AI Churn Out Average Ads
Steve Seddon, CMO of Ice Travel Group, warns against the temptation of using generative AI to churn out content just to tick off platform requirements, as he makes the case for combining human creativity with tech, in the latest episode of MAD//Fest's partner podcast Shiny New Object.
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Brand Innovation Challenge: Boots chooses Promotigo to help them get from A to Gen Z
Boots picked digital experience company Promotigo to help them engage with the next generation of customers who could be ‘with them for life’, in last month’s MAD//Fest Brand Challenge.
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