Chair's Notes - Paul Frampton on Why Brand + Performance matter

By Paul Frampton, President - EMEA, Control v. Exposed 21 Nov 2019

Wow, what a show MAD//Fest was last week!

I’m incredibly proud to have been involved in MAD//Fest since the start, both as an Advisory Board member and chair of the conference. As you'll get from the highlights video, it's refreshing to see MAD//Fest emerge as a distinctive, vibrant and positive new player in the industry events calendar.

MAD//Fest's ‘Dare to be Different’ theme’ really shone throughout the show. It’s clear that the brands who are daring to be different are the ones who are winning the race for differentiation. 

My personal highlights included interviewing Mumsnet Founder Justine Roberts and sharing a stage with Man United legend Louis Saha, who has a grand vision to shake up influencer marketing.

The impressive Burger King CMO Katie Evans showed us how the fast food giant has turned around falling sales into steady growth over the past year by shifting focus to their iconic product, the Whopper. 

A special mention also goes to the admirable Virgin Trains Head of Social Emma Martell, who presented with her VIP+1 in a baby wrap carrier! Yes, in case you missed it, working mum Emma brought her new born baby Isabel on-stage. What a powerful and progressive statement!

There was much talk about the importance of measuring through to business outcomes at MAD//Fest and proving the value of both brand and performance marketing.

With this in mind, I’ve pulled together a couple of useful resources on the performance side, including this new e-book on Proving That Advertising Works from Control v. Exposed Global President Jay Friedman. You can also get our 7 Steps to Building a Data Strategy playbook here.

I can't wait to see how the industry debate continues to evolve in 2020 and I'm looking forward to being back at MAD//Fest next November.