Dare To Be Different: meet the disruptors + global brands

By Dan Brain, Co-founder + Content Director, MAD//Fest 03 Nov 2019

MAD//Fest London dare to be different sheep

Subversive sheep have a rich pedigree in advertising and are the symbol of this year’s MAD//Fest London theme, 'Dare To Be Different'. 

So why Dare To Be Different? Whether you’re talking about marketing, media, culture, politics or the environment, we live in an age of disruption. Look up at the ads on the tube and you’ll see scores of businesses looking to disrupt everything from banking to booking a massage.

But innovation isn’t just for the disruptors. It’s now taken seriously by forward-thinking global brands, agencies and publishers. In order to protect what you’ve got, you need to move with the times and anticipate what people will want in the future.

So as excitement levels rise ahead of the big days, we thought we’d help get you in the mood by previewing 5 cool sessions from the MAD//Fest agenda.

1. £20k Avon + Diageo innovation pitches
We can all benefit from new perspectives and getting to know the latest innovations. But if you’re a global brand with a large market share, it’s imperative. 

That’s why we’ve teamed up with global drinks player Diageo, iconic beauty player Avon and Publicis agency powerhouses Digitas and Zenith to run two £20k pitch competitions at MAD//Fest.

It’s back to back pitches on the Emerging Tech + Innovation stage on 13 Nov as start-ups and agencies address Avon’s brief, ‘Tech solutions in low tech environments’, and Diageo’s challenge, ‘Innovations in brand experience’. Expect cutting-edge thinking in personalisation, content, AI, AR and more. 

The action shifts to the main stage for the live final of the Avon pitch on Wednesday afternoon. Following the pitches and whilst the judges are off stage making their big decision, you can sit back and hear from a panel of Olympians and female sports stars on how daring to be different has changed attitudes in sport and provided an important source of competitive advantage. 

You’ll have to wait until Thursday for the final of the Diageo pitch, which also includes a keynote interview with Mumsnet Founder Justine Roberts CBE.
Heats - 1035-1300, Emerging Tech + Innovation Stage. Avon final - 1630, 13 Nov, Main Stage. Diageo final - 1400, 14 Nov, Main Stage.

2. LADBible Co-founder on disrupting media through innovation + cultural relevance

LADBible has bucked the trend of decline in publishing with its trademark mix of fast turnaround social-friendly content, a solid focus on audience and giving people what they want. 

Since its launch in 2012, LADBible has established a global powerhouse media brand under the stewardship of Alexander Solomou and fellow Co-founder Arian Kalantari, who will join Control v Exposed CEO Paul Frampton for an on-stage interview on 14 Nov. 

Following the acquisition of former arch rival UNILAD, introduction of female-focused brand Tyla and continued growth of LADbible’s branded content agency Joyride, don’t miss this window on what makes this modern media success story tick.
1045, 14 Nov, Main Stage.

3. Daring to be Different: Starling on how CX is fuelling disruption + growth
Financial services is a category that’s seen more than its fair share of disruption. Starling Bank has led the charge with the promise of making looking after your money a simpler and better experience.

Now ‘Bank of the Year’ Starling is scaling things up. They’ve just launched their first TV ad campaign and are upping their marketing spend to accelerate growth under the stewardship of Chief Growth Officer, Rachael Pollard, who will be kicking things off on 13 Nov.
1000, 13 Nov, Main Stage.

4. Greggs: Baking brand + the power of difference
‘How we spent lots of money on advertising’ is unlikely to make for a very interesting conference session for the vast majority of brand marketers. However, developing a distinctive brand, making the most out of your marketing investment and amplifying your activities across social is the Holy Grail for many.

Marketing Week’s ‘Brand of the Year’ Greggs is on a roll. 

Newcastle’s finest purveyor of baked goods has discovered a recipe for success involving speed, product innovation, great ads, smart digital marketing and cheeky PR stunts - all of which makes for an oven-ready source of inspiration for this keynote opener from Customer + Marketing Director Hannah Squirrell on 14 Nov.
920, 14 Nov, Main Stage.

5. Rory Sutherland on why a little madness can be a good thing
After a couple of days spent at MAD//Fest, your mind will be fizzing with new innovations, tech and disruptive inspiration. So what better way to round things off than with a trademark leftfield keynote from Rory Sutherland on why logical thinking can be overrated?

For Rory, daring to be irrational and testing counterintuitive ideas are powerful tools in advertising. So is making your marketing predisposed to benefiting from luck.

We’ve even got some copies of Rory’s new book, ‘Alchemy: The Surprising Power of Ideas That Don’t Make Sense’ to give away to the audience. 
1600, 14 Nov, Main Stage.

You’ll need to arrive early to secure a seat for keynotes on the Main Stage (we’ll be live streaming them to the other theatres). Download the MAD//Fest app to plan your visit (it’s also your ticket).

Join our mailing list

Speaker updates, ticket giveaways and exciting opportunities - don’t miss a thing and be the first to know about what’s happening at MAD//Fest

Stay in touch

Follow us and keep up to date with recent activity including new keynote speakers etc...