New for 2025, the addition of Culture Marketing to our Creator Economy stage feels only natural given the ever increasing importance of brands connecting to culture and their consumers. Taking place across all three days, and packed with content covering choosing the right creators for your brand and showing up authentically in culture, this stage was one you didn’t want to miss. We’ve summarised three standout sessions on this stage below:

Day One, 1 July: Can brands lead or will they forever be followers?

In this panel session, Katie Mitchell at Seen Studios sat down with a powerhouse panel of Olivia Mitchell-Bent, Head of Events and Social at Drip Water, and Dirujan Sabesan, CMO, Wingstop UK to unpick the importance of leveraging creativity, community, collaborations and authenticity to transition into culture leaders and shapers from trend followers. 

Dive into the session in more detail by watching the full keynote on YouTube.

Day Two, 2 July: From Groceries to Glastonbury: Co-op’s Leap Into Culture

Speaking on Day 2, Kenyatte Nelson, Chief Membership & Customer Officer at Co-op shared his insights into how connecting with consumers and culture through activations such as the Co-op pop-up store at Glastonbury aligns with their goals as a member owned business to drive and communicate value to their members as well as drive member and customer acquisition.

Watch the full keynote to hear more about Co-op’s activation at Glastonbury, as well as what it truly means to be consumer centric. 

Day Three, 3 July: 10 Ways You Can Win in the Creator Economy - Lessons from Amazon

Joining the Creator Economy and Culture Marketing stage on the final Day of MAD//Fest, Lucrèce Loeb, Head of Creator Marketing Europe, Amazon took to the stage to share a masterclass and 10-step framework that Amazon uses to power performance, drive brand love and create impact. 

From looking and understanding the role you want your creators play, to the importance of treating your creators as brand insiders, this session highlights everything you should be doing to achieve success in the creator economy. 

Hear all of these insights and more by watching Lucrèce’s full masterclass. 

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!