Hundreds of start-ups from across the globe threw their hat in the ring to pitch Diageo and McCormick for £20k pilots at MAD//Anywhere on 11-12 Nov and today the 12 finalists have been revealed.

The start-ups selected for the pitches are as follows:

Diageo ‘Next Generation Digital Experience’ brief (11 Nov)


Cavai – Conversational Technology

Flute Technologies Inc.


The Q


McCormick ‘Personalisation At Scale’ brief (12 Nov)

Hyper Group

Miappi Ltd





A winner for each brief will be selected immediately after the live pitches and receive a £20k pilot to scale their technology alongside Diageo and McCormick respectively.

“We had an incredible response to the Diageo and McCormick briefs from all over the world. They say necessity is the mother of invention and brands need innovation more than ever right now. Start-up and corporate partnerships are a crucial part of cracking the code for future growth,” said Jeremy Basset, Founder and CEO of Co:Cubed, MAD//Fest’s start-up innovation partner.

“As MAD//Fest’s PITCH//IT competition goes virtual for the first time, I can’t wait to see how 12 of the industry’s most exciting start-ups plan to boost Diageo’s digital brand experience and McCormick’s personalisation drive.”

Taking place on the original dates for MAD//Fest London, more than 3,000 attendees are now signed up for MAD//Anywhere, which is the first in a global virtual event series. 

Speakers tackling the ‘Emerge Stronger’ theme include Not On The High St CMO Ella D’Amato, S4 Capital Executive Chairman Sir Martin Sorrell, Patagonia Marketing Director Alex Weller, Futurist Shivvy Jervis, Ogilvy Vice-chair Rory Sutherland and KFC Marketing Director Jack Hinchcliffe.