From Picnic Benches to Pagodas: My Full-Circle Return to MAD//Fest

By Lucy Robinson, Marketing and Events Executive

Last week, I attended my second MAD//Fest with Bluestripe, and it truly felt like a full-circle moment.

For those who don’t know, MAD//Fest (Marketing, Advertising, Digital Festival) is one of London’s most exciting industry events, bringing together brands, agencies, and media professionals for three days of inspiring talks, networking, and big ideas. All set in the vibrant surroundings of The Old Truman Brewery in Shoreditch.

My own journey with MAD//Fest began in July 2023, during a two-week internship opportunity at Bluestripe shortly after returning from solo travelling post-university. On my very first day of this internship, I attended MAD//Fest and met the Bluestripe team for the first time at a picnic table. It was an awkward hello from me, paired with the overwhelming buzz of an event I had never experienced before. That team, many of whom I still work with today, had no idea at the time just how much they would shape my career.

That first MAD//Fest felt less like work and more like a three-day adventure. I spent my time soaking up content from brands like Ben & Jerry’s and eBay Fashion, exploring sessions, and getting my first real glimpse into the world of marketing. If I’m being honest, there wasn’t much ‘work’ involved, just a young graduate seeing her future unfold in front of her eyes (and enjoying a generous amount of free food along the way).

MAD//Fest 2026 - The return

Fast forward to 2026, and my return to MAD//Fest couldn’t have been more different.

This year, I attended as a permanent member of the Bluestripe team, working within the events and marketing department. The shift from observer to contributor was both exciting and rewarding. It was incredible to see how much the festival has grown, not just in scale, but in the calibre of speakers and conversations taking place.

From sessions featuring Louis Theroux to the ever-essential fuel of free pizza and ice cream, MAD//Fest once again delivered an unforgettable experience. Despite the heat nearly taking me out on day one, the energy across the event was unmatched.

My time was split between the Bluestripe Group Pagoda (a definite upgrade from the picnic benches of 2023) and various stages, including the Main Stage and Retail Media Stage. I had the opportunity to support New Digital Age’s Editor-in-Chief, Justin Pearse, alongside Retail Media Age’s Editorial Director, Rebecca Sentance, as they hosted panels and fireside chats.

A standout moment for me was the Future of Retail Media session. The discussion highlighted just how rapidly the retail media landscape is evolving, with brands and retailers rethinking how they connect with consumers in increasingly data-driven, personalised ways. Being part of the team behind these conversations made the experience even more meaningful.

Looking into the Future

Looking back, it’s hard not to reflect on how much has changed in just a few years. From a slightly overwhelmed newcomer sitting at a picnic table, to being part of the team helping bring conversations to life – MAD//Fest has mirrored my own growth within the industry.

It’s more than just an event to me; it’s a reminder of how quickly things can evolve, and how important it is to embrace opportunities, even when they feel daunting at first.

Here’s to the next full-circle moment.