Burberry Global VP Marketing, Digital + Innovation Rachel Waller is the latest confirmed keynote to tackle MAD//Fest London’s 2022 theme, ‘No guts,  No Glory’ on 5-7 July at The Old Truman Brewery Car Park.

Waller has led many of Burberry's digital and experiential activations, which include the brand’s efforts to seamlessly blend the digital and physical worlds in the metaverse. Burberry launched ‘Sharky B’ to promote its summer 2021 collection - a limited edition non-fungible token (NFT) within the ‘Blankos Block Party’ video game. 

Priced at £220, all 750 Sharky B NFT sold out within 30 seconds. Those who purchased a Shark B NFT could use their character within the game and buy accessories, such as Burberry-branded pool shoes, armbands and a jetpack, which sold out within 2 minutes.

Aside from Sharky, last year Burberry launched “luxury’s first social store” in Shenzhen, China, and delivered a disruptive fashion show streamed on Twitch.

“If you were asked to name a pioneering brand that has had to adapt, innovate and consistently push the limits of creativity, Burberry would be top of the list for many marketers,” said Dan Brain, MAD//Fest London’s Co-founder.

“Burberry has boldly reinvented itself when faced with well documented challenges. It has creativity and innovation at the core so we’re very excited to give Rachel the platform to share her vision on the future.”

Waller joins an impressive line-up of speakers including:

Tina Koehler, Incoming Global VP Marketing, Deliveroo
Peter Zillig, Director of Marketing - Europe, Ford
Sir Martin Sorrell, Founder & CEO, S4 Capital
James Brown, MD, BrewDog
Lisa McDowell, Head of Brand Marketing, Ocado
Bronwen Foster-Butler, CMO, Voylok
Simon Leesley, MD-UK, Stitch Fix
Arjoon Bose, Global Head of Brand, Experience and Culture, General Mills
Jonathan Ryan, Equity Marketing Director, Oreo
Rachel Kerone, Brand Director, Starling Bank
Shamil Thakrar, Founder, Dishoom
Rory Sutherland, Vice-chair, Ogilvy
Keith Moor, CMO, Camelot
Ferry Camp, CMO, Meatless Farm
Robbie McCawley, Marketing Director, Electronic Arts

Held across five curated stages across three days, the programme will deliver insight on how current and emerging players are making bold decisions in the face of disruption to deliver competitive advantage, growth and adaptability.

MAD//Fest’s call for papers is open until 17 December here. Preview rate tickets are available here until 28 January.