Welcome to Unofficially MAD//Fest — the official media-partner newsletter bringing you speaker scoops, creative hacks, and festival buzz straight from MAD//Fest London.
🎪 MAD//Fest London: Be Less Boring – And a Lot More Bold
If you’re heading to MAD//Fest London tomorrow, get ready for marketing’s biggest playground. The theme this year is Be Less Boring. And with over 200 sessions across six stages, here’s what not to sleep on.
Below, we’ve pulled out the defining themes of this year – the ones shaping the future of marketing, retail and DTC. Each one comes with can’t-miss sessions and speaker highlights to help you navigate the chaos.
1. AI & Marketing Innovation
AI is now reshaping workflows and creativity. Expect bold takes (and healthy scepticism) on how marketers can apply AI without losing the human touch.
“Economic instability and AI”
🗓️ Day 2 (2 July), 10:10–10:40
🎤 Sir Martin Sorrell, Founder, S4 Capital
“The Human Algorithm: rebuilding belief in the AI era”
🗓️ Day 1 (1 July), 11:35–11:55
🎤 Hannah Walker, Head of Mid Market UK, Reddit Inc.
“Rethinking AI and how Agents impact Business and Humanity”
🗓️ Day 2 (2 July), 15:45–16:05
🎤 Daniel Hulme, Chief AI Officer, WPP
2. Brand Building & Storytelling
Attention spans are short, but emotional connection still wins. Brand storytelling is now about building cultural relevance and values that travel. Whether it's Barbie or Man Utd, these sessions show how stories stick.
“How Lululemon Builds Brand Through Community”
🗓️ Day 2 (2 July), 10:50–11:10
🎤 Nikki Neuburger, Chief Brand & Product Activation Officer, Lululemon
“Rise Above the Sea of Sameness with L’Oreal, TikTok and Kantar: Building Brands in the Creator Economy.”
🗓️ Day 1 (1 July), 11:35–11:55
🎤 L’Oreal, TikTok and Kantar
“Turning a Moment into a Movement by Moving at the Speed of Culture: Vaseline Verified”
🗓️ Day 3 (3 July), 10:15–10:35
🎤 Nathalia Amadeu, Global Brand Director, Vaseline, Unilever
3. Customer Experience & Loyalty
CX is the difference between fans and churn. Brands are now investing in every touchpoint, from loyalty ecosystems to emotional memory-building. This track dives into how experience can become your most valuable channel.
“Fast, Frictionless, Forgettable: The CX Trap Luxury Brands Must Avoid”
🗓️ Day 1 (1 July), 15:00–15:45
🎤 Godiva, Porsche, Creed
“Stop Optimising. Start Trailblazing. Because Being 'Not Rubbish' Isn't a CX Strategy”
🗓️ Day 3 (3 July), 10:55–11:15
🎤 John Sills, Managing Partner, The Foundation
4. Retail, Commerce & DTC Growth
Retail and DTC brands are under pressure: margin squeeze, rising CAC, shifting platforms, etc. This year’s sessions explore how smart teams are adapting — with retail media, social commerce, and creative distribution models.
“From the Cart to the Heart: Evolution of Digital Commerce to the Omniverse powered by Human Creativity and AI”
🗓️ Day 2 (2 July), 10:45–11:05
🎤 Swagat Choudhury, Global Digital Commerce Director, Mars Snacking
“The Marketing Funnel’s Last Rites?”
🗓️ Day 1 (1 July), 13:00–13:20
🎤 IAB UK, Sainsbury’s
That’s where partners like Fospha step in.
Today’s retail and commerce brands aren’t short on channels — they’re short on clarity. With TikTok, Amazon, Meta and retail media all taking centre stage at MAD//Fest, it’s clear that the future of growth lies in mastering the full funnel.
But proving what worked? That’s where things fall apart.
Fospha is the leading marketing measurement platform helping the fastest-growing retail brands close the gap between upper-funnel inspiration and real commercial outcomes — even on third-party platforms.
🧠 With Fospha’s full-funnel measurement model, brands can:
Measure beyond last-click and see how awareness drives revenue
Track performance across TikTok, YouTube, Meta, and Amazon
Prove the value of brand spend — and defend it when budgets tighten
Whether you're launching a creator-led campaign or scaling paid across retail media, Fospha helps you measure what matters — and prove it with confidence.
📊 Want the data behind it all?
Download Glow, Fospha’s latest research report to see how brands like Sweaty Betty and Lounge Underwear are turning early signals like branded search and engaged visits into clear commercial proof.
5. CMO Leadership & Marketing Transformation
Behind every campaign is a leadership decision — what teams to build and how to stay agile in chaos. These sessions go behind the scenes with CMOs navigating change at scale.
“You Can't Ask Me That!”
🗓️ Day 1 (1 July), 16:30–17:00
🎤 Ex Subway, Digital Cinema Media, Ipsos, Crosstown
“From burnout to breakthrough: My mental health and what it taught me about leadership, brands and being human”
🗓️ Day 3 (3 July), 10:35–10:50
🎤 Jaaq, Legon Influence Ltd.
🧭 Final Prep Checklist
📍 Venue:
Old Truman Brewery, Ely’s Yard, 15 Hanbury Street, London, E1 6QR.
📲 Download the App
Check the latest schedule, bookmark your sessions, and access venue maps. (Available via the App Store & Google Play – search “MAD//Events”)
💡 Don’t Forget…
Add us to contacts
→ [email protected] (so we don’t land in spam during the show)
Follow us live
That’s your 24-hour head start.
Keep this guide handy, make your picks, and book your meetings early — the most valuable conversations won’t wait. See you in Shoreditch.
— The Unofficially MAD//Fest Team
Unofficially MAD//Fest is a ClickZ Media publication in the Events division