Covid has shown us that brands matter, according to Beavertown Brewery Marketing Director Tom Rainsford

Speaking at MAD//Fest London as part of AdsWizz and MAD//Fest’s ‘MAD//Fest Moments series’, Rainsford said: “In a world where we have no shops and people are not consuming advertising in the same way it’s all about recall and emotional connection”.

Explaining further, Rainsford loves how brands can now really interact with their customers but just as important is how brands can engage with culture. For him it’s the “secret ingredient between great brands and the rest.”

In the MAD//Fest Moments video Rainsford goes on to explain how in his role he brings stories and brand moments to life but always makes sure to connect them to Beavertown’s product. In the pandemic this meant ramping up on social channels faster than most, for 80/85% of their trade was with pubs. Therefore their weekly end-of-the-week 4 pm on Friday event was born “enabling their customers to ‘live the brand’ via Zoom and listen to bands and DJs” . For Rainsford this goes to the heart of what his role, and Beavertown are about: “Making it worthwhile for people to engage with you, giving people a buzz, and giving a little bit of value back”.

Run in partnership with programmatic audio specialists AdsWizz and produced by Shootsta, ‘MAD//Fest Moments’ is a series in which prominent industry leaders share emerging trends, challenges and opportunities. Guests include 4 Capital Executive Chairman Sir Martin Sorrell, new KFC CMO Jack Hinchliffe and Resi Founder Alex Depledge MBE.