The Creativity Stage, in partnership with SAMY, was the place where inspiration ruled. Over the 3 days we heard bold ideas, fresh perspectives, and boundary-pushing campaigns that redefined what creativity means in modern marketing. Here are 3 standout keynotes.

Day One, 1 July: Samsung Electronics - Big Can Be Bold: Why Corporates Can Still Disrupt

Tanya Weller, Marketing Director, Samsung Electronics UK, wowed the audience with a great session on by being big doesn't mean you can't act like a true challenger brand. Disruption works whatever your size! Samsung Electronics have designed a rather good vacuum, the only problem is that Dyson and SharkNinja dominate the high end of this suction market.

What to do? Well, only one thing for it, disruptive and humorous tactics, more commonly employed by challenger brands. Did it work? Well watch, find out, and enjoy the ride!

Day Two, 2 July: PG Tips - Bringing back the creativiTEA

How do you make a fading icon unmissable again? PG Tips had lost its way, a once-beloved brand had become background noise. Without a radical reinvention, it was heading towards obscurity. The question was, how to leverage the brand’s past to fast-track its relevance today?

Watch and hear from Elle Barker, UK&I Chief Marketing Officer of Lipton Teas on how she challenged internal conventions and beliefs, and re-injected personality to make PG Tips impossible to ignore again...

Day Two, 2 July: How Mummy Pig Broke The Internet: Building Cultural Relevance with Hasbro

Esra Cafer, SVP Global Brand Strategy & Management at toy giant, Hasbro, unpacked the strategic creative campaign behind the massive viral success of Mummy Pig’s pregnancy announcement and Baby Evie’s reveal, including the iconic moments such as Battersea Power Station being lit up pink and blue to reveal the baby’s gender, which triggered a front-page feature in Hello! magazine of all places.

(Also, do not underestimate the street cred points MAD//Insights got by bringing home a photo of him and Mummy Pig and showing it to my 4 year daughter - perhaps Mummy Pig was the biggest global star at this year's MAD//Fest!!!)

All the Creativity Stage 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!