This month’s MAD//Fest was our biggest and best ever with content across 14 stages, over 3 days! All the sessions are now LIVE on our YouTube channel.

To help you to navigate the breadth of sessions on the Hexagon Stage that are now available to you on YouTube, we thought we’d start by picking out three 'standing room only' sessions, (one from each day).

Day One, 1 July: Cocoa, Chaos and a Cause: Tony's Chocolonely's recipe for a non-boring brand

Sadira E. Furlow, Chief of Global Brand and Communications (aka Dean of Dopeness) at Tony’s Chocolonely, isn’t here to play it safe. And neither is the brand.

While most companies stick to bland and predictable, Tony’s is flipping the script. They’re making outrageously good chocolate whilst taking on one of the world’s darkest supply chains — fighting to end exploitation in the cocoa industry.

That means breaking rules, shaking up the system, and refusing to be just another brand hiding behind a feel-good purpose slide.

At a time when people crave meaning over marketing fluff, Tony’s is standing out by standing up.

In this great session from day one, Sadira takes you inside the wild ride — from courtroom clashes to openly challenging competitors to copy their ethical sourcing model.

Day Two, 2 July: The Wrexham Story

In February 2021 two Hollywood actors, Rob McElhenney and Ryan Reynolds bought Wrexham AFC, a football club in North Wales then languishing in the fifth tier of English football since their relegation from the Football League in 2008. The club is now back in the Championship for the first time in 43 years.

Off the pitch, thanks to the documentary series Welcome to Wrexham aired on FX/Disney, the club and its brand have grown massively to achieve a truly global following. The fourth series of Welcome to Wrexham has just aired and a fifth series has just been confirmed.

Hear from Robert Faulkner, Chief Business & Communications Officer, Wrexham AFC, as he gives an insight into how the football club embraced the opportunity afforded to it through the success of the documentary to grow its brand, social media reach and commercial income, thanks to global partners that include United Airlines, HP, Meta Quest, Macron and SToK cold brew coffee.

A must watch for football fans and non-football fans!

Day Three, 3 July: Creative Resilience: How McDonald’s Stays Relevant Through Shocks and Shifts

McDonald’s has become one of the most recognizable brands on the planet — and its enduring strength lies in more than just golden arches.

What sets McDonald’s apart is its ability to evolve — fast. Whether it’s navigating waves of new competition, responding to ever-changing consumer habits, or adapting during global disruptions like Covid, the brand doesn’t just react — it reinvents. By pairing bold creativity with consistent innovation, McDonald’s continues to stay ahead of the curve and deeply connected to culture.

This is a story of strategic agility, creative bravery, and brand resilience at scale — proving that even a global giant can stay fresh, relevant, and yes, iconic.

Join Ben Fox, Chief Marketing Officer for McDonald’s UK, and Josh Bullmore, Chief Strategy Officer at Publicis Groupe UK, as they unpack how the brand keeps evolving — and what it takes to build a legacy that lasts.

All the Hexagon 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!