MAD//Fest 2025 - Our Takeaways
By Team Bluestripe
MAD//Fest 2025 was a whirlwind of creativity, innovation, and connection, and our team was right in the thick of it. We’ve rounded up some of our favourite moments, key takeaways, and honest reactions to what made the event such a standout:
Andy Oakes, CEO and co-founder:
“MAD//Fest just keeps getting better and better. You could see how the changes that the organisers had made really kicked in, so entry was easy, everything was straightforward from an exhibitor's point of view, and the quality of people coming to our stand was excellent. Of course, it wouldn't be MAD//Fest without having a bit of fun, and the closing party really supplied that. Roll on 2026!”
Layla Wood, Partnerships Executive:
“Last week was my first time attending MAD//Fest as a sponsor, and it really hit home just how busy – and valuable – the event is for networking. The footfall was non-stop, but it’s chatting to people face-to-face that really makes the difference. Actually meeting people and connecting on a human level is the best, and it’s a way more productive way to show how NDA can really step in and help with marketing challenges. Also… people love winning a toy zebra – whether it’s for their kid, their dog, or just because it’s fun. We’re lucky to have such an iconic little logo that brings the energy!”
Fatima Mohamed, PR Account Executive:
“Retail media is not a new concept, but at MAD//Fest this year, it was clear that it is stepping fully into the spotlight. With growing budgets and expanding capabilities, it is evolving beyond a performance channel into a powerful full-funnel force.
“Sessions on the future of retail media and creative effectiveness, featuring speakers from Tesco Media, The Very Group, SMG, Deliveroo, and Co-op, showcased how the mindset is shifting from fragmented tactics to unified approaches that create real connections rather than just impressions.
“At the event, it was evident that as many companies expand into Europe, the retail media landscape is rapidly growing and innovating across various markets. The idea that all media could become retail media by 2030 also emerged as a thought-provoking challenge to how we currently think about the customer journey.
“It is clear retail media is evolving fast and taking centre stage.”
Nell Martin, PR Senior Account Manager:
“B2B marketing is where the boldest innovation is taking place, and MAD//Fest once again provided the industry with opportunities to cut through the noise and build real connections and engagement. The theme this year was to ‘Be Less Boring’ and this is something they truly delivered on!
From AI-driven marketing to retail media and a plethora of celebrities in funky socks, the event it’s sessions and even the conversations at our stand were hugely enjoyable, and I can’t wait to see what next year has to offer.”
Paige Brewer, PR Account Executive:
“It was great to attend MAD//Fest last week, especially with it being my first time. It’s always eye-opening and inspiring to see how big the industry really is and how talented people are! This goes for Lydia Oakes, Managing Director of Bluestripe Communications, in particular.
“I attended the session ‘PR is Boring. Stop it! B2B PR is boring’, including Lydia, Justin Pearse, Editor-in-Chief of New Digital Age, and Paul Wright, Head of Advertising, EMEA, Uber Ads. This was extremely valuable to hear these experts speaking on B2B PR being the most creative, dynamic and effective tool for many companies and to raise awareness of all the positives behind the magic of B2B PR! The key message was that quality wins every time over quantity and rightly so! Quality pieces of coverage are what drive attention and success.”
As PR Account Executive Ana Collins said - “Despite the intense heat of Day 1, the energy remained high, and the interactive games added a fun touch to the day.”
There is something for everyone at an event like MAD//Fest and everyone at Bluestripe cannot wait to see what next year has in store!