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 2025 reaffirmed that, amid all the new tech and buzz, marketers ultimately gravitate toward people and creativity. From heritage brands to digital disruptors, speakers kept circling back to the power of authentic storytelling and brand heritage.

For example, PG Tips deliberately resurrected its iconic “Monkey” mascot in ads and OOH, a move designed to “make it impossible to be ignored”. That campaign proved the point: consistent, human narratives still cut through the noise and build loyalty.

At the same time, delegates pointed to streamlining and integration as must-dos. Many sessions highlighted “tool sprawl” fatigue and the need for smarter stacks. Retail media was a hot topic – not as a gimmick but as a strategic channel. Retail media should focus on “outcome-based thinking – purchases, not just views”.

Attendees agreed that true ROI means connecting those retailer signals to overall performance, not chasing vanity metrics. To deliver on that promise, brands are eyeing unified measurement platforms. Fospha’s solution was cited as an example: its algorithm “unifies attribution” with daily MMM, giving the “proof [brands] need to invest full-funnel”. In practice, this means marketing teams can finally tie creative campaigns to bottom-line results.

Above all, MAD//Fest underlined that human creativity and culture remain paramount. Rory Sutherland’s insights (echoed by many) remind us that “great brands aren’t built overnight—they take years to develop”. Even with AI and automation on everyone’s lips, the standout campaigns were those with a clear point of view and emotional resonance. Brands that let real people tell their stories – founders being candid, agencies sharing raw lessons – attracted the most buzz.

This year’s MAD//Fest made clear that strategy, culture and creativity must work hand-in-hand with technology.

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Hope you enjoyed the highlights — and who knows, maybe we’ll see you at the next big one!

— The Unofficially MAD//Fest Team