Fresh Thinking from MAD//Fest London 2026

Emma and Sophie from ICG's marketing team joined thousands of fellow marketers, brands and agencies at MAD//Fest London 2026, one of the UK's biggest marketing festivals.

We heard from global brands, industry leaders and creative thinkers discussing everything from AI and consumer behaviour to advertising, creativity and brand strategy.

While every session offered a different perspective, several practical ideas stood out. Above all, one message was clear: technology works best when it supports people, not replaces them.

AI featured heavily. What stood out wasn't how often it was mentioned, but how naturally it now sits alongside everyday marketing. Rather than debating whether marketers should use AI, speakers explored how it can help teams work more efficiently, test ideas more quickly and create more time for strategic thinking and solving problems.

AI wasn't presented as a replacement for human judgement or creativity. Instead, it was seen as a tool that gives marketers more time to focus on understanding audiences, solving problems and developing stronger ideas.

One session that stayed with us came from Jelly x LEGO. While many talks explored AI and automation, they encouraged marketers to put technology to one side, collaborate and give ideas the time and space to develop. It reminded us that creativity thrives on curiosity, collaboration and the freedom to explore ideas. Sometimes the strongest ideas don't come from working faster. They come from looking at a challenge from a different perspective.

Alongside AI, one message came through time and again: understanding people. Whether the session focused on advertising, social media, consumer behaviour or brand strategy, the message was remarkably consistent. Data, technology and AI all have an important role to play, but they're most effective when guided by genuine human insight.

Looking back, that was probably our biggest takeaway from MAD//Fest London 2026.

The tools we use will continue to change, but great marketing still starts with understanding people. Technology can help us work smarter, but it's strong ideas and genuine human insight that create memorable work.

LINK:	https://www.icg.agency/blog/fresh-thinking-from-mad-fest-london-2026/...
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