MAD//FEST 2024 ON DEMAND: CREATIVITY STAGE
24 July 2024
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE. This week we are continuing helping you to navigate the breadth of sessions now available to you on our channel by choosing three great sessions, (one from each day), from our Creativity Stage sponsored by DEPT®
Day One, 2 July - Gymbox: Ask for forgiveness, not permission
With its deliberately provocative tone of voice and disruptive marketing tactics, Gymbox has always had a ‘reputation’. Therefore, Gymbox’s Brand and Marketing Director, Rory McEntee’s session was never going to disappoint. As you’d expect, he believes ‘beige marketing’ is everywhere right now. Shackled by rules laid down by advertising authorities and media owners, dictated to by risk averse board rooms and communicating in a world that is so easily offended. Having worked on provocative campaigns for both Paddy Power and Gymbox, be prepared to smile and wince in equal measure with real life examples of wins and losses in the pursuit of disruptive marketing.
Day Two, 3 July - Changing names, changing minds: Supercharging Hellmann’s creativity
Great creative ideas are rarely safe and sensible. Therefore sometimes an idea that sounds inherently bonkers actually turns out to be brilliant! For this see mayo brand Hellmann’s latest campaign. Who would have loved to have been round the table when someone ventured the idea that they should try and get mayo-lovers in Germany to change their surname from Heinz to Hellmanns? (I certainly would). What started as an innocent Instagram post led to fans changing their name and proudly declaring their love for the creamy condiment. In response, Hellmann’s went all in, devising a simple creative campaign cheering on the new members of the Hellmanns family. Watch and hear more about how challenging the status quo and championing their fans, supercharged the brand’s creativity.
Day Three, 4 July - Finisterre Masterclass: 10 tips on how to build, (and market), a better kind of business
We love Finisterre. It is a brand that does business and marketing how they should be done. It is also lucky enough to have a head office that overlooks the Atlantic Ocean in Cornwall. (Who is now looking at job opportunities at Finisterre???) CMO Bronwen Foster-Butler gives us 10 key tips on how brands can stay true to their founding principles, (Finisterre’s being sustainability), and operate in a way that doesn’t come with any ethical or moral conflicts. How do you stay true to your principles, whilst also ensuring you have your CFO and the rest of the c-suite onside, whilst also navigating global pandemics and a cost-of-living crisis? Grab a cup of tea or coffee, (or maybe something stronger), and find out.
All the MAD//Fest 2024 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!