Insights from MAD//Fest: Courage as a Crucial Factor
Last week, the Old Truman Brewery in London played host to MAD//Fest 2023, a festival that brought together industry-leading brands and experts to discuss the latest trends and innovations in marketing, advertising, and technology.
One of the key topics of discussion was the role of Artificial Intelligence (AI) in the marketing industry. A panel featuring Seb Bardin from Unilever, Jamie Irving from Pentland, and Alec Barr from Oliver Agency explored how generative AI can unlock untapped efficiency and increase productivity for brands. The speakers also debated where the responsibility for adopting AI lies, with Barr arguing that it is brands' responsibility to invest and agencies' responsibility to innovate.
EasyJet was also in the spotlight, with Tom Hazelden, Head of Brand, Planning and Content, and Phoebe Ord, Business Director at DEPT, discussing the airline's adoption of humor and entertainment in their social media strategy. EasyJet wanted to tap into the 'joy' of travel and focus on humour and entertainment, showcasing examples like Bentley ASMR and Jane on a Plane.
Matt Watson, ECD at Pepsico, emphasized the importance of culture, collaboration, challenger, and celebrate for success. He also suggested that creatives should challenge asks by saying 'No, but what if?' and offering alternatives.
Starling Bank, with more than 3,000 employees and 4 million customers, was another standout at the festival. Rachel Kerrone, Brand and Marketing Director of Starling Bank, was interviewed at the Creativity stage. Starling Bank's success is attributed to a focus on customer centricity and 'customer obsession'. The bank also offers a 'hide references' feature that allows victims of economic abuse to block references containing insults or threats, used by over 25,000 customers.
The festival had content spread across ten topic-themed stages, with speakers addressing topics like attention, creativity, brand innovation, Artificial Intelligence, emerging tech, and the creator economy. The speakers noted that the weird is what viewers remember and that EasyJet is no longer just competing with brands in their industry but all brands.
The panelists expressed interest in seeing how next year's MAD//Fest will differ from this year's due to the rapid and unpredictable advancements in AI, tech, and the marketing industry. Industry-leading brands like Starling Bank, Pepsico, EasyJet, DEPT, System 1, Boots, Vodafone, Allwyn, and HELLO! Magazine were present at the festival.
However, the search results do not provide information about which companies participated in the Creativity-Stage of MAD//Fest 2023 in London.
Overall, MAD//Fest 2023 was a vibrant and insightful event that showcased the latest trends and innovations in the marketing industry. The panel discussions, presentations, and performances provided attendees with valuable insights into the future of marketing and advertising. The festival also highlighted the importance of creativity, collaboration, and a customer-centric approach in today's fast-paced and ever-evolving marketing landscape.
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