The less boring notes from London’s most exciting marketing event.
Summary:
I spent three days at MAD//Fest 2025 as part of MAD//Masters by Rory Sutherland, a 12-week hybrid course for marketers who want to benefit from disruption. The live event in London was full of energy, insights, and the kind of conversations that make you want to go back to your desk and rethink everything (in a good way).
The Top 10 insights that stuck with me
- “If it’s not relevant, don’t post it.” Rebeca Ricoy, Duolingo No one needs more content. People need more meaning. The Duolingo team nailed the holy trinity: culture, community, and chaos. Don’t translate campaigns. Transcreate them. Make them local. Weird (within reason). Fun. Takeaway: Relevance beats reach.
- Creativity is about attention. Les Binet, Lumen Brand building still matters. So does video. But grabbing attention in the first few seconds is everything. Think music. Mood. Memory. Takeaway: If they don’t feel it, they won’t remember it.
- Strategy + Instinct + Data. Team Jamie Oliver Data helps. Instinct matters too. They test recipes every day on social, and if it doesn’t feel on brand, it’s out. Takeaway: Don’t sacrifice your brand’s soul for short-term clicks.
- Human behaviour hasn’t changed. Platforms have. Tom + Sam + Rory, Herdify Word of mouth still drives action. We follow the crowd, especially when unsure. So copy matters: use it to reassure or elevate. Takeaway: Make your customers feel less alone.
- PR is not dead. It just needs a personality. Lydia Oakes + Paul Wright, Uber B2B PR can be as fun as B2C. Skip the press releases. Use humour. Build relationships. Make it interesting. Takeaway: Stop writing for media. Start writing for humans.
- Polished is forgettable. Post the stupid meme. Solo Coffee They scrapped the content calendar and went full meme mode. One every day. Relatable = shareable. Takeaway: Being boring is riskier than being silly.
- Trust is the growth strategy. IKEA + BBC From furniture to broadcasting, the playbook is the same: show up with clarity, consistency, and cultural relevance. Takeaway: Build trust. Repeat.
- Creativity + Context = Retail magic Tesco Real Food Retail media can entertain. They used TikTok insights to drive chocolate sales (no, really). Takeaway: Think like a publisher, not a seller.
- You don’t need a script. You need the right people. Amazon, Influencer The best influencer campaigns aren’t scripted. They’re partnerships. Treat creators like humans. Let them co-create. Takeaway: Authenticity isn’t a buzzword. It’s a filter.
- “Be less boring.” Catherine Allison, M&S 87% of marketing is ignored. The solution? Stop being forgettable. Reuse great lines. Stick to your message. Takeaway: Consistency isn’t boring. It’s branding.
The plus one
I also had the chance to share a pizza lunch with Rory and other MAD//Masters participants: one of those pinch-me moments you don’t forget.
What we’ve learned
Marketing is changing – tools, platforms, algorithms – but the basics are the same: emotion, story, connection.
MAD//Fest reminds all of us that people don’t buy because of a perfect strategy. They buy because something resonates. The brands that win are the ones brave enough to stand out.
So if you’re building something, leading a team, or just trying to make better work: make it relevant, and a little less boring.
And here’s my question: if 87% of marketing is ignored, what are you doing to make sure yours isn’t?
