The Hexagon Stage at this year’s MAD//Fest London (1–3 July) will once again be the place for bold ideas, star power, and serious marketing know-how. With a powerhouse lineup spanning top CMOs, cultural icons, and creative trailblazers all tackling the festival’s ‘Be Less Boring’ theme. Here’s a roundup of the key highlights from all three days:

Day One: Big Brands, Big Ideas

Kicking off with a bang, the opening day of MAD//Fest's Hexagon Stage is headlined by none other than Richard Ayoade, whose dry wit and sharp perspective brought both laughter and unexpected insights into branding and culture. Top-tier brand leaders will take to the Hexagon Stage including the Heineken, Tony’s Chocolonely, and Haribo, each sharing how they’re driving purpose, sustainability, and emotional connection with consumers.

Paddy Power’s Michelle Spillane will inject some much needed irreverence and risk-taking into the conversation by telling the audience just what makes their brilliant marketing tick, while The LEGO Group CMO, Julia Goldin will dive into their unique brand story, brick by brick.

Day Two: Brains, Brands & Bold Moves

Science and storytelling merge on Day Two with Dr Maggie Aderin-Pocock, the beloved BBC “Sky at Night” presenter, offering a cosmic perspective on curiosity, communication, and the future and Sir Martin Sorrell will return to the MAD//Fest stage with his annual set of predictions on the future of advertising, AI, and agency evolution.

Heavy-hitting brand leaders, including the Global Head of Hellmann's (Unilever), the Chief Growth Officer of L’Oréal, and the Marketing Director of Tesco, who’ll unpack strategies for growth in a volatile consumer landscape. While Sara Davies of Dragons’ Den fame will inspire with stories of scaling brands with creativity and grit.

Day Three: Entertainment Meets Execution

Day Three aims to hit the sweet spot between entertainment and expertise. Comedian Jimmy Carr will team up with Rory Sutherland for a lively, unfiltered conversation on creativity, logic, and why marketers often get it wrong. The M&S Marketing Director outlined how heritage and innovation collide, while Coca-Cola and Primark explored cross-industry collaboration and youth engagement.

VIEW HEXAGON AGENDA HERE

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