MAD//Fest 2022 highlights

Earlier this month I attended MAD//Fest 2022, an unrivalled opportunity to meet key decision makers in our industry, to connect with current clients and get a view of what their focus will be in the future.??

Who stood out??

Rachel Waller, Global VP Innovation at Burberry discussed what the future holds for brands that are harnessing the metaverse. Burberry are focussing on how they can use digital experiences to bring the brand closer to their consumer and their communities, such as their digital experience store in Shenzhen that takes interactions from social media and brings them into a physical retail environment.??

James Crampton, Corporate Affairs Director, Heineken, talked about the rise of no and low alcohol, and how Heineken are addressing the stigma that can come with being alcohol-free.?

Visibility at point-of-sale is key, as well as normalising no and low as a choice to influence others to try 0% options. Heineken have added 0.0 pumps to two of the world’s most recognisable pubs… Coronation Street’s Rover’s Return and Emmerdale’s Woolpack, in a bid to normalise alcohol-free beer.?

Jessie Landers, Marketing Manager UK&I, Budweiser, Peter Bardell, Co-founder, Revolt; and Timiko Cranwell, Director of Legal and Corporate affairs, Budweiser Brewing Group UK&I shared Budweiser’s journey to 100% renewable energy.??

90% of the hospitality industry is run on fossil fuels, so brands have a big responsibility to reduce their carbon emissions. As such, Budweiser have created the Bud Energy Collective, a renewable energy supply that is offered to bars and venues that serve Budweiser at a fraction of the price. It is an amazing example of a brand innovating to turn a responsibility into an opportunity for growth.?

What were the key takeaways??

Focusing on long term plans, not stunts. Building utility and adding value with campaigns.?

Taking a responsibility and turning it into an opportunity. Stepping up as a leader in your industry to influence change.?

Listening to your communities and representing them fairly. Making sure they feel they have a voice and can see their values reflected by your brand.?

Focusing on doing the right thing, not just saying the right thing. Connecting with consumers and meeting their needs, with an authentic purpose that is focussed on your brand buyers’ needs.?

Being courageous and looking to innovate to create new opportunities for your brand.?

Information taken from:?

MAD//Fest London?

Presentation by Rachel Waller, Global VP Innovation, Burberry?

Presentation by Amy Cashman, Executive Managing Director, Kantar Insights UK + Munnawar Chishty, Global Vice President & Category Director No 7 Beauty Company, Walgreens Boots Alliance?

Presentation by Sarah Barron, CMO, Dominos?

Presentation by Jessie Landers, Marketing Manager UK+I, Budweiser; Peter Bardell Co-founder, Revolt + Timiko Cranwell, Director of Legal and Corporate affairs, Budweiser Brewing Group UK&I?

Presentation by James Crampton, Corporate Affairs Director, Heineken UK?

Panel with Pete Markey, CMO, Boots; Efrain Ayala, Global Head DEI Marketing Excellence, Reckitt + Debbie Tembo, Partnerships Director, Creative Equals?

Presentation by Ian Maskell, VP Global Marketing, Unilever?