In July 2025, four members of the Blue Frontier team; Charlotte Weeks, Chloe Lindsey, Hayley Clasby, and Daniel Jackson, braved the 30-degree London heat to attend one of the UK’s most creative and fast-paced marketing events: MAD//Fest.
Hosted in the vibrant setting of Brick Lane, the three-day festival gathered some of the most influential voices in marketing, advertising, and digital innovation. This year’s theme, “Be Less Boring”, was a rallying cry to cut through the noise, push creative boundaries, and engage audiences in unexpected ways. Across the stages, one clear message stood out: bold ideas aren’t just for show; they’re essential for standing out in today’s crowded digital space.
Our Top Takeaways from MAD//Fest 2025
Although MAD//Fest itself was a three-day affair, after a singular, but well and truly jam-packed day, our team of digital marketing experts had plenty to ruminate on. Here's our team's key takeaways from MAD//Fest 2025:
1. People don’t care (until you make them)
An audiences’ attention isn’t guaranteed, even if they already follow your brand. Workshops explored ways in which brands can create content that ensures they stand out instantly, whether through evocative visuals, cultural relevance, or through the sheer power of informed insights.
2. User-generated content (UGC) continues to dominate
User-generated content remains one of the most trusted and effective marketing tools. As our very own Senior Social Media Executive, Chloe, saw in a standout UGC masterclass. Everyday customer stories and nano creators often outperform big budget campaigns by creating content that feels authentic and relatable.
3. AI can’t replace authenticity, but it can make the dull fun
The rapid adoption of AI across the digital landscape is reshaping campaign creation, but it’s most effective when paired with human creativity. One workshop session demonstrated how AI can transform something as uninspiring as a data-centric health report into a lighthearted cartoon, making the content far more engaging without compromising its core message.
4. The science of attention
According to one renowned industry expert MAD//Fest keynote speaker, marketers have, on average, just 1.2 seconds to stop a user scrolling, followed by 0.8 seconds to keep them engaged. Crisp messaging, bold creative, and a clear call to action are vital in making the most of this narrow window.
5. Memes are serious business
Far from throwaway content, memes can be a powerful strategic tool. Dan, one of our Digital Marketing Executives, attended a talk where the co-founder of Solo Coffee transformed their plateauing brand by becoming a meme page. By using humour and personality, Solo Coffee was able to grow their audience before selling to the public, proving that humourful and personality-led marketing can be more effective than direct product pushes.
Team Highlights
After their return from MAD//Fest 2025, we interviewed our attendees to learn what the highlights of the event were for them:
Charlotte Weeks – Digital Content Strategy Manager
This was my first year at MAD//Fest, and I enjoyed it. I found it extremely insightful, whilst also being good fun (even in the 30-degree London heat!) I got loads of inspiration from daring brand campaigns, which have encouraged me to think more outside the box, and I learned a lot, especially around cognitive consumer behaviours, including herd mentalities and quality perceptions. I've already put a lot of what I learned to use in audit and strategy work for our clients!
Chloe Lindsey – Senior Social Media Executive
I have attended MAD//FEST for the past 3 years and love how each year is themed. This year’s theme “Be Less Boring” couldn’t have been more relevant in a world where audiences are harder than ever to engage. From standout sessions on UGC and creative testing, to unexpected highlights like a Lego duck exercise and even a surprise appearance from Mummy Pig, the event was a brilliant reminder of the power of creativity, authenticity, and personality in marketing. For me, MAD//FEST is always a chance to step back, get inspired, and bring fresh ideas into the work I do every day. Already looking forward to next year!
From learning about revitalising established brands to exploring creative split testing in Meta ads, Chloe’s takeaways balanced creativity with strategy. A Lego duck from Dan also served as a reminder that there’s rarely one “right” approach to solving problems, just different ways to reach the same goal.
Hayley Clasby – SEO Manager
I came away with lots to think about and felt very inspired about all the avenues that our digital team can approach next to level up our digital services.
Hayley was particularly drawn to sessions on immersive technology and AI integration, considering how these tools could elevate SEO strategies while keeping a human touch at the centre.
Daniel Jackson – Digital Marketing Executive
MAD//Fest was unlike other marketing events I’ve been to. As you walk in, you’re hit with the vibrancy of the event, bright colours everywhere and a true festival atmosphere. It felt like there was less pressure when it came to networking and more space to explore ideas. Whilst I’ve had some apprehensions about AI in creative projects, MAD//Fest reassured me that it’s not all doom and gloom. Speaking with professionals in areas like motion design gave me a new perspective on how AI can enhance the work we produce for our clients.
Dan attended a variety of keynote talks that brought the festival’s “Be Less Boring” theme to life, with highlights including:
- Hasbro’s Peppa Pig Revival – Facing audience decline, Hasbro reimagined Peppa Pig to reflect modern family life, introducing a pregnancy storyline to reignite cultural relevance and connect with a new generation of parents.
- Beavertown Brewery’s Recipe for Success – A refreshingly honest talk that stripped away sales pitches and delivered practical, back-to-basics marketing advice in a conversational, engaging format.
- Lululemon’s Community Building – A brief look at how fostering brand communities can drive loyalty and advocacy beyond traditional advertising, connecting on a deeper level to audiences’ pysche.
- We Are Not the Meme – Insights into how brands can embrace meme culture without coming across as forced or “cringe” by more astute younger generations.
- The Human API – How leaning into human quirks, qualities, and humour can enhance the impact of AI-driven campaigns and why having a living, breathing digital marketer work on your campaign is still very much a necessity in 2025.
Dan’s biggest takeaways were the untapped potential of memes for targeted brand growth and the reminder that sometimes simple, genuine advice delivered without a hard sell can be the most powerful form of persuasion.
Notable Moments from the Festival
- The Heatwave Challenge – With temperatures soaring above 30 degrees centigrade, attendees got a taste of true festival-level endurance, armed with sunglasses, iced coffee, and sheer determination.
- PG Tips’ CreativiTEA Activation – Complete with oversized props and playful branding, this installation encouraged lighthearted networking while demonstrating the power of brand personality in marketing.
- Meme Culture Masterclass – A lively exploration of how brands can embrace humour without alienating their audience.
- The Lego Duck Lesson – A small plastic duck from a creativity exercise served as a powerful metaphor for problem-solving: there’s rarely one “right” answer, only different creative approaches.
Why It Matters
MAD//Fest 2025 wasn’t just another stuffy industry conference; it was an energetic showcase of how creativity, culture, and technology can intersect to create marketing that resonates. For the digital marketing team attendees at Blue Frontier, the event delivered both practical tactics and broader creative inspiration; from data-backed lessons in how to create attention-grabbing content, to proof that risk-taking and humour can pay off in meaningful ways.
Many of these insights are already influencing our strategies, helping us deliver campaigns that not only perform, but also connect authentically with our clients’ audiences. If there’s one thing this year’s festival made clear, it’s that the future belongs to the bold.
Stay tuned to our Latest News section for more updates from industry events and behind-the-scenes insights from the Blue Frontier team.
