Major Highlights from MAD//Fest: Courageous Insights
Last week, the Old Truman Brewery in London played host to MAD//Fest, a gathering of industry-leading brands, where topics like attention, creativity, brand innovation, Artificial Intelligence, emerging tech, and the creator economy were discussed.
Among the brands that graced the stages were Starling Bank, Pepsico, EasyJet, DEPT, System 1, Boots, Vodafone, Allwyn, and HELLO! Magazine.
EasyJet, known for its unconventional marketing strategies, has embraced niche trends such as Bentley ASMR and Elf on a Shelf (Jane on a Plane) to engage audiences. The airline's commitment to creating a community joined by 'the unbounded joy of travel' has seen it adopt humour and entertainment as part of its strategy.
Tom Hazelden, Head of Brand, Planning and Content at EasyJet, and Phoebe Ord, Business Director at DEPT, discussed EasyJet's adoption of 'strategic silliness on social' to engage audiences. The results of this bold strategy have been positive, with viewers remembering the 'weird' content.
At the Creativity stage, Rachel Kerrone, Brand and Marketing Director of Starling Bank, was interviewed. Starling Bank's success is attributed to a focus on customer centricity, specifically 'customer obsession'. The bank offers a 'hide references' feature that allows victims of economic abuse to block references containing insults or threats, used by over 25,000 customers.
Matt Watson, ECD at Pepsico, emphasized the importance of culture, collaboration, challenger, and celebrate for success. He encouraged creatives to embrace 'strategic silliness' for creativity and innovation, saying 'No, but what if?' and offering alternatives in the challenger aspect.
The panel discussion on AI at MAD//Fest featured Seb Bardin from Unilever, Jamie Irving from Pentland, and Alec Barr from Oliver Agency. The panel debated where the responsibility for adopting AI lies, with Barr arguing that it is brands' responsibility to invest, and agencies' responsibility to innovate.
The panel noted that the incentive structure for AI adoption is currently flawed, as middle managers often give employees more work when automation frees up time. They agreed that while AI adoption should be a collaboration between agencies and clients, agencies move faster, resulting in the burden of AI falling on them.
The panel also explained that AI can assist with ideation and the enhancement of briefs, and suggested that all companies should invest in AI or a ChatGPT subscription. They discussed how generative AI can unlock untapped efficiency and increase productivity for brands.
However, no specific information was found about which companies participated in MAD//Fest in the year 20xx and spoke about creativity and attention.
In conclusion, MAD//Fest 2021 was a vibrant and insightful event, where industry leaders shared their experiences, strategies, and insights on culture, collaboration, AI, and innovation. The event served as a platform for brands to learn, network, and inspire each other, setting the stage for future successes.
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