Immersed in the dynamic marketing industry, the Comms8 team seized the thrilling chance to attend the Mad//Fest event in July. Exploring emerging trends and gleaning wisdom from esteemed speakers, our week brimmed with profound insights and pioneering innovation.

Seize the Power of Taking Sides

One standout presentation was delivered by Christopher Miller, Global Head of Activism, and Kerry Thorpe, Communications Director, from Ben & Jerry's. In the presentation, they discussed Ben & Jerry’s action towards activism and strategy in good cause marketing. With strategic use of making a stand on social media platforms, they succeed in driving engagement and harnessing loyal customers. A shining example is that they share their opinion regarding refugee rights on Twitter. The action of not being afraid to take sides worked and drive engagement: the post generated 350 million impressions and a 40% increase in Twitter followers for the UK handle. According to Ben & Jerry’s, they referred to this as being on the right side of history and humanising those affected by the crisis. 

They further introduced three useful guidelines to marketers: it's better to be loved intensely by some than ignored by everyone; it's more beneficial to spark conversation than to go unnoticed; and their aim isn't to echo popular sentiment, but rather to popularise what society needs.

This strategy is based on their in-depth insight into Gen Z– their target audience. 

When talking about Gen Z’s mindset, they emphasised how social justice activism can boost purchase intent, as customers are four times more likely to buy from brands actively supporting human rights, climate change, gender equity, and racial justice. They also shared that over half of adult Gen Z respondents are ready to pay more for brands that align with their values and contribute positively to the world.

Inheriting the Mad Women spirit

Another standout event was the 'Mad Women: Charting the Rise of Women in Advertising' panel, featuring influential women such as author Lori Meakin; Charity CEO, portfolio NED, and former CMO Daryl Fielding; Quiet Storm's Independent Director Carol Reay, and Jessica Lovell, Founder and CSO of Wonderhood Studios. Drawing inspiration from the last century of WACL (Women in Advertising & Communications Leadership) and the recent Channel 4 documentary “Mad Women”, the panel touched on significant themes.

"MAD Women," dating back to the 1980s, delves into the narrative of women in the advertising industry who courageously challenged norms and broke barriers in a male-dominated field. From memorable campaigns like Shake n' Vac and Levi's to the iconic Flake girl in the bath and the influential Lynx effect, these remarkable women showcased their immense talent and creativity through groundbreaking TV ads, revolutionising tradition and reshaping the male perspective in the industry.

In the "Ride the Storm by Building the Case for Brand Investment" panel, Rachel Moss, Head of Marketing, Strategy + Planning at Camelot UK Lotteries, shared her invaluable experience of leveraging digital strategies to transform the lottery brand during the challenging times of the COVID-19 pandemic. With the brand now thriving and achieving unprecedented success, delivering strong sales and remarkable returns to good causes, Rachel offered five key tips for effective brand investment: identifying your value zone, adopting a business-centric approach, nurturing your team, prioritizing measurement, and maintaining transparent communication with your stakeholders. Her candid insights shed light on securing marketing investment and ensuring long-term brand effectiveness.

AI in Media and the Creative Power of Chaos

The interview by Tom Ollerton with Gerry D'Angelo, Vice President of Global Media at P&G was another highlight In the conversation , D'Angelo navigated the attendees through the ever-evolving terrain of AI, its immense potential in the media landscape, and the imperative need for businesses to harness its power in their strategies.

The second panel, 'Riders of the Storm - Turning Chaos into Creative,' was hosted by Helen Saul, Head of Marketing at Shelter, and Jay Richards, Co-Founder of Imagen Insights. The session delved into how Shelter, with the help of Imagen Insights, capitalised on the power of qualitative insight to construct narratives that resonate deeply with the public. The discussion explored their award-nominated 'cost of living hacks' campaign, which transformed real-life advice provided by the government into ironic billboards that evoked a strong emotional response. Saul shared how young people from the Imagen Insights community, who have personal experience struggling with rent, contributed invaluable feedback that helped Shelter determine the most impactful tone for their campaign. This brilliant amalgamation of real-life experiences, creativity, and strategic communication proved how chaos could be harnessed to create compelling narratives.

We were also thrilled to connect with MEFA(Media for All) members at the event and witness some of them taking the stage and delivering insightful presentations.

In conclusion, Mad//Fest provided invaluable insights into thought leadership, industry innovation, and practical knowledge in the world of advertising and marketing. Participating in such events highlights the importance of continuous learning and innovation, fundamental principles that we at Comms8 embrace. As a cross-border marketing agency, we apply these insights to help brands increase their presence in both Asian and European markets. We are ready to guide you on your journey to powerful cross-cultural brand communication. Let us turn your brand's potential into reality.