It’s been almost a couple of months since MAD//Fest London, and the ideas, conversations, and creative sparks it generated are still fuelling our thinking. MAD//Fest isn’t just another marketing event; it’s a high-voltage, fast-paced festival of ideas that somehow blends serious insight with genuine entertainment.
A festival designed to break the mold
MAD//Fest was built to disrupt the typical, orderly conference circuit. With hundreds of speakers across multiple stages, covering topics like creativity, AI, sustainability, attention economics, and more, the event feels less like a conference and more like a live creative lab.
Bold ideas and big names
The speaker line-up reads like a marketing A-list. Among the many speakers, Angela Affinita of The Walt Disney Company dove into the art of storytelling behind icons like Marvel and Star Wars. Jane Aldridge from Nestlé broke down the forward-looking Nescafé Plan, outlining how legacy brands can lead with sustainability and innovation.
From the beverages world, Munnawar Chishty (CMO at Carlsberg Britvic) and Camille Beaufils (Global Marketing Director at Fever-Tree) delivered compelling insights on challenger branding and heritage reinvention. Meanwhile, Kian Bakhtiari, founder of The People, reminded us that purpose-driven creativity is the engine of meaningful campaigns. Alec Barr of OLIVER Agency challenged our thinking with a fusion of behavioural science and AI strategy, creating unexpected friction between tech and human-centred design.
Adding more flavour to the mix, Vicki Maguire, Chief Creative Officer at Havas London, brought a razor-sharp perspective on the role of culture in advertising, reminding us that relevance is earned, not assumed. Marta Carreras from Coca-Cola shared how the brand continues to evolve its storytelling while staying rooted in universal moments of joy. Sadira E. Furlow, CMO at Tony’s Chocolonely, inspired the crowd with a candid look at how bold purpose and playful creativity can drive both awareness and meaningful change.
These highlights represent just a fraction of the vast programme, with a remarkable mix of voices and viewpoints across the three days. Our work with brands like Heineken found echoes in these sessions, especially when exploring effective, human-centric communication and behavioural-based creativity.
Rory Sutherland, co-founder of MAD//Fest and vice-chair at Ogilvy, offered perspective, framing creativity as both a science and a rebellion. As he aptly puts it: “Sometimes, the opposite of a good idea can also be a good idea.”
That quip, packaged in charm and curiosity, is a perfect summary of the festival’s spirit: smart, playful, and always willing to challenge the status quo.
The themes that keep on giving
Beyond the big names, the real magic of MAD//Fest lies in the sheer pace and variety. From startup pitch battles to deep-dive workshops and Cocreatd’s rapid-fire innovation sprints, there was a constant sense that the next great idea was only just round the corner. The event didn’t just present content; it engineered the coming together between people and perspectives that wouldn’t normally share the same stage.
Another theme was the balance of AI and human intuition. Tools are getting smarter, yes, but the real advantage comes from creative minds guiding them. “AI is table stakes,” as one panelist said, “but people are still the spark.”
Diversity and inclusion got their spotlight too. At the Female Leaders’ Club, speakers urged attendees to stop asking permission to belong and build their own table instead – a powerful reminder that representation isn’t optional; it’s essential.
What this means for JPA
For JPA, the takeaway is clear: creativity thrives when you put smart people in a space that encourages curiosity and collaboration, with a willingness to take thoughtful risks. That’s the energy we bring to our work with our clients, always driven by strategy, but powered by creative adventure.
- IAN BUHAGAIR, HEAD OF DIGITAL DESIGN
