Big brands are looking for new innovation in areas including AI, content creation and brand via MAD//Fest London’s Brand Challenges in partnership with Co:Cubed.

Hosted in partnership with Co:Cubed, start-ups and scale-ups within MAD//Fest’s House of Innovation will have the opportunity to pitch their solutions to the participating brands. The brands have offered paid pilots to test and scale their chosen solution.

The briefs are as follows:

L’Oréal - Building a scalable content strategy

Given the increasing demand for content creation, how can we develop a scalable strategy that balances authenticity, platform relevance, consumer needs, and environmental sustainability, while fostering genuine engagement and relationships with both creators and consumers?

Jack Daniel’s: Engaging the next generation of Jack Daniel’s drinkers in the age of moderate and mindful consumption

In a world where moderation and mindful consumption are key, how can Jack Daniel’s Flavours creatively drive trials to recruit and engage the next generation of legal drinking age consumers?

Skyscanner: How can AI boost productivity and creative ideas? 

 How might we use AI superpowers to double productivity and enhance our creative ideation and execution? Skyscanner is looking for AI superpowers to supercharge insights, creative tools, hyperlocal tactics, idea concept development, concept generation, copywriting, briefwriting and photography.

Clarins: Engaging younger consumers without alienating core customers

Clarins is looking to find innovative ways to recruit a younger consumer to the brand, without alienating their core audience base (whose average age is 51) or damaging their premium image. We know that once someone buys Clarins they’ll remain a loyal customer, but the challenge is shifting perceptions in younger consumers to see Clarins as a brand for them, not “their Mum”.

LEGO: Creating a bridge to excite kids to move from big bricks to little bricks

How do we help kids ‘graduate’ from LEGO DUPLO to the small system bricks (4+ sets) – how do we create that bridge in shoppers’ minds and excite kids to move from big bricks to small bricks?

MARS: Unlocking LondonWe want to grow London 1.5x faster than the rest of the UK; however, we have struggled to hit this due to the sheer size and scale of London. Unlock London is a targeted execution strategy to maximise mental & physical availability in a high population density city area, driving volume & penetration by making KIND unmissable. We already activate sampling, field, social (paid and organic) and OOH in our key cities (London, Manchester, Bristol and Glasgow). What is going to allow us to unlock London?

Cano: Creating a brand that stands out

In a world of new entrants, how does Cano Water continue to be the brand that stands out and keeps raising the bar?

"Connecting start-ups to solve real challenges in real time with real cash"

The pitches will take place on the Brand Innovation Stage at MAD//Fest, which forms part of the festival’s House of Innovation.

“Our Brand Challenges with Co:Cubed have been one of my favourite content features of MAD//Fest since we set up shop in 2018. Not just because they connect startups with brands and solve real challenges in real time with real cash, but because the briefs will resonate with many of the thousands of brand marketers attending. So if you want to see how other brands are using innovation to crack challenges that are similar to your own, make sure you check out our Brand Innovation stage”, said Dan Brain, MAD//Fest London’s Co-founder.

Click HERE for the agenda and select ‘Brand Innovation’ from the menu.