At MAD//Fest London 2025, Havas is calling on brands to break free from the ordinary with a bold challenge in the battle against boring.

Boring doesn’t build brands. So, why is the vast majority of brand marketing – not what’s lauded by marketers at Cannes, but what normal people see on their screens, on their commutes and in their day-to-day lives – so dull?

It shouldn’t be a surprise that 75% of brands could disappear tomorrow and no-one would give a shit. That’s the inconvenient truth – and an existential wake-up call for brands and the marketers that shape them. (Havas Meaningful BrandsTM report)

Boring doesn’t build brands. Creative work that stands out and makes a meaningful difference to people’s lives does.

That’s why, at MAD//Fest London, Havas is calling on brands to break free from the ordinary with a bold challenge: Only do it if it makes a difference.

It’s this urgent red thread that underpins Havas’ presence – including three distinct keynotes and the return of MAD//UpNorth’s worst-kept secret, The Havas Arms – at the UK’s biggest, buzziest and boldest festival. Through powerful insights, thought-provoking conversations and inspiring work, we’ll explore how brands can use their difference to make a difference and win the battle against boring.

The first of those sessions sees Havas’ Global Chief Strategy, Data and Innovation Officer, Mark Sinnock takes to the Brewery Stage at 11:10 on Wednesday 2nd July to argue brands must adapt – or die.

The world isn’t just evolving – it’s changing at breakneck speed, from geopolitics to the economy, technology, AI, culture and beyond. With people finding new ways to survive and thrive, they are looking for brands to move with them. 

Most aren’t. They’re boring – playing it safe, sticking to the old rules – and are failing as a result.

Conversely, bold marketeers are tearing up the rulebook, doing things differently and building brands relevant to a world that doesn’t wait.

This session is both reality check and a roadmap, exploring how, in this new era, forward-thinking brands can make dynamic adaptability their ultimate competitive advantage.

Only do it if it makes a difference is more than a theme – it’s a call to cut through the noise and focus on work that matters. Away from the main stages, The Havas Arms – located at Café 1001 in the Truman Brewery – is where that comes to life. In a series of sessions, we’ll be asking brand leaders:

• What does it take to lead creatively in a world defined by constant change?

• How can brands harness culture and big moments to stay relevant and resonant?

• What happens when AI, data and creativity collide – and how do we keep up?

• And how do we cut through the noise with work that actually matters?

No noise. No gimmicks. Just honest, thoughtful conversation – and a chance to connect with others asking the same questions (over beverages and bagels – Brick Lane, natch).