MAD//Insight
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MAD//Fest On demand - Creator Economy Stage
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE! Here are 3 of the best from the Creator Economy Stage.
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MAD//Fest On Demand - Retail Media
Last month’s MAD//Fest was our biggest + best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE. This week we are helping you to navigate one of the hot topics that’s dominating the industry at the moment, Retail Media.
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MAD//FEST 2024 ON DEMAND: CREATIVITY STAGE
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE! Here are 3 of the best from the Creativity Stage.
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MAD//FEST 2024: HEXAGON STAGE SESSIONS NOW LIVE ON OUR YOUTUBE CHANNEL
This month’s MAD//Fest was our biggest + best ever with content across 9 stages, over 3 days. Over the next week we’ll be adding all the sessions onto our own YouTube channel but as a teaser, the action from the Hexagon Stage is already live!
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MAD//Pod: Social Element - Making Social Better
In the latest episode of the MAD//Pod, Social Element’s Co-Global Chief Executive, Linn Frost, talks about work culture, branded crocs and Social Element's campaign to make social media that little bit better, safer and kinder.
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NDA Live: A Year In Review with Monzo, Ben + Jerry's, Heineken, and more
On December 5th, join NDA and some of the biggest brand marketers in the UK at the Soho Hotel for a morning of insights and reflections at New Digital Age Live: A Year in Review.
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MAD//Moments: Uber Global Head of Advertising - We capture people when they are in good moods
In the latest MAD//Moments interview from this summer’s MAD//Fest, Uber’s Global Head of Advertising, Paul Wright, talks about their unique advantage in reaching both people and brands.
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Bloom & Wild CMO: There is no such thing as a Marketing Expert
In her latest column new Bloom & Wild CMO, Charlotte Langley, argues that because marketing is constantly changing, no one can ever call themselves an expert at it.
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Re-centring Connection: The Resurgence of Squad Shopping
We’re in the middle of a loneliness epidemic, also known as a crisis of connectivity. Katie Baron at Stylus believes that there will therefore be a resurgence of squad shopping, re-centring peer-to-peer connections, both online and in physical spaces.
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Bayer, Agency & Marketing Partnerships Director: Don’t underestimate the importance of strategic partnerships
On the latest episode of MAD//Insight’s partner podcast, Shiny New Object Podcast, the importance of strategic partnerships takes on a new role for Bayer’s Philipp Schuster, who shares how he drives creative incubators and marketing innovation for the brand.
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MAD//Pod: Lewes Football Club - Fighting for a level playing field.
Ex-CEO of Lewes FC, Maggie Murphy talks Michaela Hallam through the blood, sweat and tears that have gone into making women's football the incredible force it is today. And her part in being a Guinness World Record holder.
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MAD//Moments: Co-op Chief Membership + Customer Officer - We focus too much on being right rather than doing the right thing
In the latest MAD//Moments interview from this summer’s MAD//Fest, Kenyatte Nelson, Co-op talks about Co-op’s member-centricity and how to have courage in marketing.
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Unilever VP Marketing: Legacy exists in the present - adapting brand expression through time and place
Tati Lindenberg, VP Marketing at Unilever for Dirt is Good, asks MAD//Insight, can your brand build a consistent legacy while having to adapt to new audiences and needs all the time?
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MAD//Pod: Auto Trader Marketing Director: Women buy cars too!
In the latest episode of our MAD//Pod, Marketing Director at Auto Trader, Laura McNally, talks about how you reach new car-buying audiences and how Auto Trader is getting better at engaging women.
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What can advertisers learn from the UN’s Pact for the Future?
Responsible advertising isn’t just a matter of social responsibility. It’s a crucial step towards building trust and securing long-term success. This matters more than ever in an increasingly interconnected world, believes Jake Dubbins, co-founder of Conscious Advertising Network
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Finisterre CMO: There’s no such thing as Black Friday on a dead planet
In her latest column for MAD//Insight Finisterre CMO, Bronwen Foster-Butler, argues that marketers need to consider wider environmental concerns before jumping on the Black Friday sales bandwagon.
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URBN Director of Marketing, Free People Europe: When Data and imagination converge
On the latest episode of MAD//Insight’s partner podcast, Shiny New Object Podcast, John Sadeghipoor, Director of Marketing, Free People Europe, at URBN, tells us all about why 3D worlds are the future of marketing and how we should approach data seen as the consequence of actions.
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MAD//Pod: BUPA's Global Brand Director - Monotony is Not My Thing
In the latest episode of our MAD//Pod, BUPA's Global Brand Director, Fiona Bosman, talks about the power of the big idea, her exciting plans at BUPA and their partnership with the All Blacks.
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MAD//Moments: L'Oréal CDMO - Embrace tech but don’t forget the the basics of marketing
In the latest MAD//Moments interview from this summer’s MAD//Fest, Laetitia Raoust, Chief Digital and Marketing Officer for L'Oréal UK, argued that brands need to balance innovation with the fundamentals of marketing.
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How To Make Google’s Network Business A Force For Good
In his latest column for MAD//Insight founder at top TMT equity research firm Arete, Richard Kramer, suggests there is a way to turn the largest player in ad tech into a massive force for good and that this is something regulators, marketers, and publishers can all get behind.
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MAD//Moments: Canada Goose - We have a responsibility to mitigate the effects of digital on Gen Z
In the latest MAD//Moments interview from this summer’s MAD//Fest, Phil Clark, Senior Director at Canada Goose, said that it’s the industry’s responsibility to mitigate the effects of digital media.
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MAD//Pod: Square's Lizzie Barclay - Experimentation within a Framework
In the latest episode of our MAD//Pod, Lizzie Barclay, VP and Head of Integrated Marketing for Europe at Square, shares insights on marketing strategies, leadership, and boldness in business.
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Octopus Energy is your friend
John Sills, author of The Human Experience, Managing Partner at customer-led growth consultancy, The Foundation, and MAD//Fest speaker, explores how Octopus Energy’s commitment to kindness and customer care has made it the UK’s largest energy supplier.
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The Power of Analogue Creativity in an AI World (And why marketers must embrace it)
In an age where AI is becoming omnipresent and marketers are in a constant battle for attention, the value of true human-powered creativity is more important than ever, writes Ian Maskell, Founder, P E C O R I N O, and former VP Global Marketing, Unilever.
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MAD//Pod: 1664 Blanc - Creating An Elegant Revolution
In this week's pod, Nikola Maravić, Global Marketing Director at Carlsberg, and Jamie Holton, Strategy and Innovation Partner at Haynes McGregor tell the story of 1664 Blanc and how they've connected the worlds of design, art and fashion.
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Why sticking to the same story doesn’t need to be boring
ASICS' Executive Vice President of Marketing, Gary Raucher, in his first column for MAD//Insight, believes the key to building a strong brand is consistency. Saying the same thing again, and again and again. It's not boring - the strongest brands in the world are masters of plain old repetition.
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MAD//Moments: Who Gives A Crap MD - Toilets are funny, lack of sanitation isn’t
In the latest MAD//Moments interview from this summer’s MAD//Fest, MD (Europe) for Who Gives a Crap, says that whilst they don’t take themselves seriously, the causes that they care about, they take incredibly seriously.
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Kettle Chips: When sport sponsorship goes for joy, not sweaty people in pain with big calves
When Valeo Foods UK, makers of Kettle Chips and Rowse Honey, became the official supporter of British Cycling, they realised that even when sponsoring a gold-medal winning machine, at its heart sport is about joy, writes Valeo Foods CMO, in his latest column for MAD//Insight.
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Standard Life Brand and Marketing Director: Go beyond the spreadsheet and talk to real people
“Talk to customers” but remember that “we are all weirdos, and think about things in a weird way” says Virginia Barnes, Interim Brand, Sponsorship and Retail Marketing at Standard Life UK, in this week's MAD//Fest partner podcast, Shiny New Object.
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MAD//Pod: Gymbox on how to cause mischief
In this week's pod, Gymbox's Brand and Marketing Director, Rory McEntee, spoke to Fresh Air's Michaela Hallam about getting into trouble with the lawyers, how you become bold with your marketing and making people smile.
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The Retail Media Playbook: How to Win in a Changing Game
Retail media networks (RMNs) are changing the game. But in his first column for MAD//Insight, Dean Harris, Head of Co-op Media Network, says this isn’t just about jumping on the latest trend. It’s about knowing the playbook and making the right moves.
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THE INGENUITY GROUP INTRODUCES INGENUITY+
This week, The Ingenuity Group, the UK’s biggest connector of brands and agencies, announced the rebrand of its intermediary service to Ingenuity+. This will be led by Richard Robinson + Gill Huber.
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How can AI help us imagine the future?
In his latest column for MAD//Insight, Henry Coutinho-Mason summarises his VisuAIse Futures session from this summer's MAD//Fest - a live creative exercise where he and Natalia Talkowska asked the MAD//Fest audience to imagine their dream client of 2035. And then sprinkled some AI on top.
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Cathay Pacific, Regional Head of Marketing, Europe: The Power of Tech in Creating Immersive Experiences
Cathay Pacific's Regional Head of Marketing and Lifestyle Europe, Lisa Delaney, is a big advocate of brands using technology to create unique immersive experiences, in this week's MAD//Fest partner podcast, Shiny New Object.
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From Cookies to Consent: The Power of Zero-Party Data
We’re in a new era of privacy. Brands and marketers are turning to zero-party data to meet new challenges head-on. Zero-party data, offers unparalleled insights into consumers' preferences and intentions, making it a cornerstone for effective, privacy-compliant marketing, believes Ogury's UK Country Manager, Lawrence Horne
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The unexpected power of free
In his latest column for MAD//Insight former Director of Growth at Natures Menu, Adam Wright, who is now at Sampl, explains that giving free stuff away works. It works so well that 58% of consumers are more likely to purchase after receiving a free sample. But yet, it still feels risky for a brand.
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MAD//POD: Yorkshire Tea's Strategy + Innovation Director on their ‘Mission Impossible?’
How is Yorkshire Tea responding to the fact the kids aren't putting the kettle on as often as they used to? Listen to how Dom Dwight is on a mission to get us all drinking more of the nation’s favourite drink.
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MAD//Moments: Vodafone Global Creative Director - Have fun with AI
In the latest MAD//Moments interview from this summer’s MAD//Fest, Vodafone’s Global Creative Director, Sabrina Godden, said that human creativity will not be replaced by AI and so marketers should enjoy experimenting with it.
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MAD//Pod: Magnum, Global Brand Director - "Magnum became an accessory, like walking on a catwalk"
In the latest MAD//Pod Magnum’s Global Brand Director, Tugce Askoy, says Magnum has entered the world of luxury and its marketing reflects this.
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Unlock Success: discover how happy people drive thriving agencies
This year's Festival of Happiness produced by the Alliance of Independent Agencies will focus on the relationship between how ensuring the wellbeing and therefore happiness of the team results in greater commercial success.
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MAD//Moments: Guinness Marketing Director - Big polished ads are no longer part of our brief
In the latest MAD//Moments interview from this summer’s MAD//Fest, Guinness’ Marketing Director, Anna MacDonald, said that because the world has changed, the brand’s marketing has had to change too.
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HUMAN CENTRICITY AND CULTURAL INTERSECTIONS – THE SWEET SPOTS MORE MARKETERS NEED TO TAP INTO
In his first column for MAD//Insight, VP, Global Brand Marketing at PepsiCo, Eric Melis, says that brands need to be in-tune with what’s going on in the world. Therefore, marketers should take more time to consider where the relevant cultural intersections may lie.
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Top Tips on How to Disrupt Your Market and Be a Force for Good
Disruption can be daunting, but it’s also incredibly rewarding, especially when you’re driven by a mission to make people feel happier + healthier whilst making a genuinely positive impact nationally + internationally. So, how do you disrupt your market and, more importantly, become a force for good? Let’s dive into the top tips we’ve learned from our journey so far at TrueStart.
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Rory Sutherland: Every great idea requires salesmanship
James Watt invented the term horsepower as a great marketing tool to sell steam engines to mines, which confirms Rory Sutherland’s belief that a great product is never enough.
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MAD//Pod: CO-OP Director of Marketing Communications - Strapping yourself onto a rocket
In the latest MAD//Pod CO-OP Director of Marketing Communications, Amanda Jennings, likens the brand’s venture into live events to being strapped to a rocket and why brands have to go hard or go home.
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From Aisles to Ads: The New Media Moguls Reshaping Advertising
Forget Hollywood and Silicon Valley, the real game-changers in advertising are not who you'd expect. Raj Redij-Gill, Digital Marketing Consultant, and Retail Media strategist, gives us the lowdown on where this booming sector is heading.
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MAD//Moments: Nils Leonard - “Creativity has become a weak word”
In the latest MAD//Moments interview from this summer’s MAD//Fest, Uncommon Creative Studio’s co-founder, Nils Leonard, told us that the word creativity has lost its meaning
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MAD//UpNorth: What Sets Us Apart
Next February, MAD//UpNorth is launching in Manchester with the theme, "What Sets Us Apart." This theme will not only shape content curation but will also drive major activations, marketing strategies, and brand identity. Find out more.
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Market Expectations vs. Marketing’s Muddle: Whistling Past the Graveyard?!
Richard Kramer, founder at top TMT equity research firm Arete, argues that ad spend predictions are too optimistic and that CMOs have a great opportunity to reduce their expenditure with zero change in effectiveness.
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Canada Goose, Senior Director: You can't replace the human touch
Phil Clark, Senior Director, Digital Marketing & Media at Canada Goose, shares why human control, empathy, and creativity are vital for succeeding in the next phase of data driven marketing, in this week's MAD//Fest partner podcast, Shiny New Object.
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