Line//Up
Be Less Boring
Dull. Tired. Middle of the road. Unremarkable. Boring.
You wouldn’t use these words on your tinder profile, so why would you want them associated with your brand?
At the quarter point of this century, it’s time for marketers to be less boring.
The good news is that there’s a compelling case for adding fun, bold thinking, energy, entertainment, unconventional ideas + the odd calculated risk to what you do. And there’s more - making a clean break with boredom is likely to lead to happier, more creative + productive workplaces, where talent thrives + people embrace a rock the boat attitude.
So how will you stand out from the crowd?
What rules are you going to break to be less beige?
How are marketers reigniting their creative edge + creating campaigns + experiences that truly resonate with people?
From old school heritage brands through to punk new school challengers + everything in between, MAD//Fest London is here to break free of boredom + encourage a new golden era of entertainment, experiences + exceptional ideas that just pop!
Stages
2025’s MAD//Fest London features 12 awesome stages where you can get clued up on the most topical industry issues, hear from CMOs at top global brands, and discover the most exciting innovation + disruptors.
Julia Golden
// CMO, LEGO
Julia Golden
// CMO, LEGO
Rory Sutherland
// Vice Chairman, Ogilvy UK
Rory Sutherland
// Vice Chairman, Ogilvy UK
Munnawar Chishty
// Marketing Director, Britvic
Munnawar Chishty
// Marketing Director, Britvic
Gemma Parkinson
// Global Marketing and Business Development Director, Belvedere Vodka
Gemma Parkinson
// Global Marketing and Business Development Director, Belvedere Vodka
Spencer Mathews
// Founder, CleanCo
Spencer Mathews
// Founder, CleanCo
Angela Affinita
// Director of Global Marketing Creative - Consumer Products, The Walt Disney Company
Angela Affinita
// Director of Global Marketing Creative - Consumer Products, The Walt Disney Company
Vicki Maguire
// CCO, Havas
Vicki Maguire
// CCO, Havas
Sharry Cramond
// Marketing Director, M&S
Sharry Cramond
// Marketing Director, M&S
Margaret Heffernan
// Entrepreneur, CEO, Writer + Keynote Speaker
Margaret Heffernan
// Entrepreneur, CEO, Writer + Keynote Speaker
Brand challenges
Our ever-popular brand challenges are back in 2025 giving the most innovative start-ups + scale-ups the opportunity to pitch for a series of £20k pilot pitches from major global brands. From creative conundrums to personalisation problems + data dilemmas, the format is the perfect way to check out the latest innovation + understand how it can address real brand challenges.
We’re currently developing the line-up of challenges. In the meantime, here’s a sample of the challenges we ran in 2024:
1. How do we inspire more girls to play with more LEGO sets?
Challenge owner: Claudia Miceli, Brand Director, UK / Ireland Marketing, LEGO
Pitch brief: The LEGO group has always been at the forefront of inclusivity, however from our research we know that different types of play are still heavily judged as being gender specific. This is why we are committed to championing inclusive play and ensuring that children’s creative ambitions, both now and in the future, are not limited by gender stereotypes. We are therefore excited to hear from young companies on how we could build even further engagement with girls in the UKI.
2. How can we convince Gen Z audiences who are interested in beauty, that our teeth whitening products are far more superior vs Hi Smile through social acceleration?
Challenge owner: Lauren Payne, Digital Engagement Lead, Northern Europe, Colgate-Palmolive
Pitch brief: Colgate is dedicated to enhancing every smile with superior whitening solutions. Our challenge at MAD//Fest is calling for innovative social acceleration ideas to show Gen Z how our products outshine the rest, making beauty and confidence accessible to everyone.
3. How can Boots acquire the next generation (18–35-year) of shoppers through showing them that the retailer is “with you for life"?
Challenger Owner: Stephanie Taylor, Head of Omni-Media & Partnerships at Boots UK
Pitch breif: Boots have been proudly supporting the British public in all their health and beauty needs for 175 years! As we look towards the next 175 years, we’re searching for a partner to help authentically engage with a new generation of customers and to show them how Boots is with them for life.
Are you a start-up or scale-up with the perfect solution to these challenges? Would you like subsidised exhibition space? Get in touch today.
MAD//Insight
Get your fix of news + views by visiting MAD//Insight + SUBSCRIBING HERE for our ‘Time for a MAD//Break’ weekly newsletter featuring commentary, insight + opinion from the industry’s key protagonists.
Got an editorial pitch? Email luke@madfestlondon.com
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