Welcome to Unofficially MadFest — the official media-partner newsletter bringing you speaker scoops, creative hacks, and festival buzz straight from Mad//Fest London.

It’s nearly time. From July 2–4, over 15,000 marketers will take over the Old Truman Brewery for Mad//Fest London — and we’ll be your backstage pass to the chaos.

As Mad//Fest’s official media-partner newsletter, Unofficially MadFest is your feed for speaker scoops, creative stunts, brand moments, and post-show playbooks.

Here’s what to know 7 days out

2024 Was Wild — Remember This?

• Rory Sutherland dropped: “The opposite of a good idea isn’t a bad idea. It’s a boring one.”

• Pinterest’s activation turned into a full-blown content playground

• TikTok's on-site creator lab packed out before 10am

• CMO sessions from Boots, Mars, and Heineken were standing-room only

• And yes — someone did crowd-surf at the afterparty

We expect 2025 to go even harder.

Sessions We’re Eyeing This Year

• Julia Goldin (LEGO) on building legacy brands through creative confidence

• Rory Sutherland (Ogilvy) returns with behavioural chaos (and wisdom)

• Richard Ayoade brings comedic clarity to consumer complexity

• Unilever, Diageo, Mars and other brand giants take over 10+ stages

• And the Challenger Brands stage? Always full of surprises

What We’re Investigating This Year

Mad//Fest’s theme is “Be Less Boring” — but what does that actually look like?

We’re asking:

• How are big brands building fast without breaking trust?

• Which challenger playbooks still punch above their weight?

• Are CMOs finally over performance tunnel vision?

Stay tuned for insights you can use, not just applaud.

Buzz from Social

Don’t Forget…

• Add us to contacts

  → hello@unofficialinsights.com (so we don’t land in spam during the show)

• Pack light, charge heavy

  Think: portable charger, comfy shoes, backup business cards.

• Follow us live

  → Instagram + TikTok

Coming Soon:

️ Your Day 1 Watchlist — hitting inboxes the night before the madness begins. We’ll help you map the unmissables.

Let the countdown begin ⏱️
See you in Shoreditch.

— The Unofficially MadFest Team