Is it time for the ad industry to shed notions of ‘madmen’ and develop a new purpose that addresses the problems of society? Yes, says Ford European Marketing Director Peter Zillig.

“I think that the name of the (advertising) industry needs to move on. Those halcyon madmen days have gone. And there are new days ahead. What are we going to call the industry going forward?”

Referencing global issues such as the war in Ukraine and the cost of living crisis, Zillig also called for marketing to play a role in shifting perceptions and helping customers through challenging times.

Filmed in partnership with THE FIFTH at MAD//Fest London last summer, MAD//Manifestos feature quickfire contributions from top global brands such as Deliveroo, Domino’s and Ocado, as well as agency leaders including Sir Martin Sorell. The MAD//Manifestos are available now on MAD//Fest London’s YouTube channel.

THE FIFTH is an award winning social creative agency who are experts in influential content. They have one clear mission: To do things differently. The team of strategists, talent experts and creatives, based in London and LA, help clients to tell inspiring, entertaining and influential stories that deliver measurable impact. Find out more here.