Mad//Fest 2025 got us thinking…

We were lucky enough to spend a couple of very hot and sunny days in London at this year’s Mad//Fest at The Truman Brewery. And it definitely lived up to the theme of "Be Less Boring"

Here’s what got us thinking at this year’s event.

How Richard Ayoade got us thinking

The musings of Richard Ayoade are always interesting. His thoughts on TV were no exception. He offered a good perspective on a medium many think is fading. He pointed out how some shows still bring in huge audiences, creating those moments we all experience together, like the Queen's funeral, where people really wanted to feel part of something at the same time, even if it was a difficult moment. He suggested this shared aspect is TV's quiet strength, helping it hold its own against the "attention eclipse" we often talk about.

He also highlighted TV's deep roots in radio, emphasising how audio remains a really important part of its appeal, setting it apart from film. He painted a picture of media not as competing forces, but more like different pieces of a puzzle, each playing a unique role in connecting us.

How The Female Leaders Club got us thinking

Speaking of connection, the Female Leaders Club space was a real highlight. It was a lively hub for honest conversations, celebrating achievements while also tackling the practical challenges women face at the forefront of our industry.

We heard from inspiring figures like Sachini Imbuldeniya, Founder, House of Oddities, who shared her experience of feeling overlooked in traditional agencies. It led her to a powerful realisation: "Why are you fighting so hard to get a seat at their table when you can build one of your own?" It was a clear call for female entrepreneurs and leaders to carve out their own paths, guided by their authentic vision.

While Adele Lewis-Bridgeman, Founder, Responsible Resourcing Agency, spoke honestly and genuinely about self-care and being true to yourself. Sharing her experience of growing up and rarely seeing herself reflected in creative roles, which then inspired her to build an agency focused on purpose and well-being. Her advice was a valuable reminder for anyone in a leadership role: "Look after yourself first, put on your own oxygen mask before helping others." Because you have to look after your own well-being if you want to help others effectively.

The discussions continued around flexibility in the workplace to support women balancing their careers with family responsibilities. A common point amongst all the speakers was that women are still a minority in tech, but they bring a distinct ability for storytelling and connecting different ideas. The overarching message was to "Find your voice and use it with confidence," reinforcing that staying true to your values can open doors and help your career grow.

How innovation and AI got us thinking

The Innovation Panels and Talks at the Dept. stage challenged how we think about digital experiences and AI.

We kept hearing themes like "humanising brand voice," "collaborating with culture," and building “creative resilience." We saw how brands like Yorkshire Tea have successfully nailed these themes by developing a distinct, approachable personality, and how Jet2's "Vibe by Jet2" campaign, in collaboration with Love Island, tapped into current cultural conversations to become the chosen travel brand for a new generation.

Refreshingly, the topic of AI was more about moving beyond just the buzz to how it's being used. While AI offers impressive tools for making things more effective, efficient, personalised, and scalable, the speakers consistently emphasised that the human element remains essential.

The general consensus was that AI isn't your strategy; it's a powerful tool that needs careful implementation and management. It requires human intelligence to truly engage with it, understand it, and make the most of its potential. The idea was to work with AI, rather than seeing it as a competitor.

How “creative chaos” got us thinking

Although trying not to create any more buzzwords… "phygital" experiences was big topic. As you can imagine, it’s about blending the reach of digital with the feeling of in-person connection. It's about making sure interactions feel genuinely human and immersive. Brands like McDonald's and IKEA showed how they're rekindling brand love by tapping into nostalgia and emotional resonance, going beyond simple product messages to create experiences that really stand out.

We've seen this ourselves in Manchester with the opening of the biggest JD store ever in the Trafford Centre, which isn't just about selling trainers, but creating a destination. It’s packed with interactive displays, exclusive drops, and a real buzz that blends online hype with an engaging in-store experience.

Overall, the consistent focus was on understanding what matters to the audience, building lasting relationships over quick transactions, and being open to "creative chaos" to differentiate yourselves.

How Rory Sutherland got us thinking… irrationally

Perhaps no one quite captured the "Be Less Boring" spirit like Rory Sutherland. He had some brilliant conversations, including with Jimmy Carr. We all know Rory for his insights in behavioural science, this year he continued to challenge the overly "rational" thinking that can sometimes limit real innovation in marketing.

His main point revolved around the idea that “human perception isn't always rational, and often, true breakthroughs happen by accident or are a bit counterintuitive.”

He spoke about how marketing can sometimes struggle when it tries to fit into rigid "scientific" business models. Instead, he championed for creativity, experimentation, and trusting your gut and instincts. He encouraged marketers to look at things with the "third eye" of behavioural science, understanding that sometimes, the opposite of a good idea can also be a good idea.

“Sometimes, the opposite of a good idea can also be a good idea.”

He highlighted how small, seemingly "irrational" changes in perception can build significant loyalty, and how our brains often enjoy the emotional reward of thinking differently, sometimes through humour. Rory’s words were a strong reminder that "just because something makes sense, it doesn't necessarily mean it's true," and that brands might need to be a bit brave and distinct to stand out in a world where data, while important, also has its limits.

Overall, MadFest got us thinking…

We left MadFest not just with a bit of a tan, but with a clear message, that even with all the fleeting trends (and yes, we’re looking at you Labubu!), the most valuable thing we have is still emotional connection.

As marketers, creatives, thinkers, doers and makers, our focus should be on creating moments that truly resonate, to approach the world with curiosity, to welcome change, and to always look for ways to connect on the most human level. Whether it's through a campaign, a cultural event, or just a simple, genuine human interaction.

Never give in to beige/boring.
Embrace boldness.
Tell stories.
Don't just grab attention but actually create bonds with people.