Once a year at the Truman Brewery in East London, marketing sector visionaries, creatives, technologists gather for MAD//Fest, the UK’s biggest marketing festival. Creative Translation had a picnic table on Seltzer Avenue and were surrounded by a fantastic group of fellow sponsors.
The event was truly a smorgasbord of insight, fun and organic networking. It was rather special, and our picnic table with custom made globe looked smashing.
If you’ve not been before we highly recommend it. The year-on-year attendance growth is a testament to the organisers and strong growth in the sector.
During the event, we delighted attendees by giving away delicious macarons and hosting a special competition. Visitors who stopped by our picnic table could guess ‘How many macarons did we give away at MAD//Fest?’ for a chance to win either a Polaroid camera or an iPad. We are thrilled to finally announce the winner!
And the winner is… Georgia Hartley!
Georgia guessed 425 macarons, and the actual number we gave away was 424! Didn’t win this time? We still have a treat for you! Enjoy a box of our scrumptious macarons, delivered straight to your door. Click here to get yours!
Meantime, here’s some valuable key takeaway from MAD//Fest by our Director of Business Development, Elliot Nedas. We’d love to hear your insights too, share your thoughts with Elliot here!
Industry Trends and Insights: Key Takeaways from MAD//Fest 2024
MAD//Fest 2024 brought together some of the most innovative and forward-thinking companies in the marketing and advertising industry. As we reflect on the event, several key trends emerged that highlight the direction these companies are taking in the global market.
We’ve looked into all the companies attending and are sharing our major insights on global growth, technology and hiring trends, and strategic goals for the next 12 months.
Digital Transformation Driving Global Growth
Digital transformation continues to be a major driver of global growth. Companies like Adform, RTB House, and WeTransfer are investing heavily in advanced technologies such as AI, machine learning, and data analytics. These technologies are not only enhancing operational efficiency but also offering deeper insights into consumer behaviour, enabling more personalised and effective marketing strategies.
EssenceMediacom, formed through the merger of Essence and MediaCom, exemplifies this trend. By combining their strengths in digital and data-driven marketing, these mergers create well-positioned organisations that can deliver innovative solutions across global markets. Demonstrating that the key to consistent and sustainable growth is in having a global footprint.
Many firms are increasingly hiring for roles in AI, digital marketing, data analytics, and technology development to stay competitive in a hot market.
Strategic Partnerships and Market Expansion
Meanwhile, strategic partnerships and acquisitions are key strategies for market penetration, as well as agency and brand capability enhancement.
Mondelēz International’s partnership with Lotus Bakeries to expand into India and Europe is a prime example. Similarly, Channable’s acquisition of WakeupData to enhance its presence in the Nordics underscores the importance of strategic growth through acquisitions. Companies are adopting localised strategies to cater to the specific needs and preferences of consumers in these markets, which is crucial for successful market entry and growth.
These moves not only open up new markets but also bring in specialised expertise and technologies, further strengthening these companies’ positions in the global market.
Emphasis on Market Research and Consumer Insights
Companies such as Cint, Mintel, and System1 Group are expanding their market research and consumer insights capabilities. Understanding consumer behaviour through detailed data analytics allows these firms to tailor their offerings and marketing strategies more effectively.
Focus on Creative and Content Services
Content is still king in the digital marketing realm. Companies like WeTransfer and Contentful are expanding their creative services to produce engaging and relevant content. Personalised and targeted content is essential for customer engagement, and these firms are investing in capabilities that enhance content creation and distribution.
Goals for the Next 12 Months
MAD//Fest 2024 highlighted the fun and dynamic nature of the marketing and advertising sector. Even with all the new technology available, it’s vital to remember that people are what drive business. Investing in the right people and technology means you can continue to grow. The trends are that our sector is investing heavily in global growth, led by digital transformation, strategic partnerships, and data-driven insights.
By focusing on hiring and retaining the right people, planning for market expansion, and developing creative content services, your firm will be well-positioned to navigate the challenges and opportunities of the next 12 months.
If you’ve not been to MAD//Fest before then don’t miss next year. Definitely the marketing event of the summer in London.
Looking forward to seeing you all again next year.
At Creative Translation, we have over 3,000 in-market translators, editors, and cultural consultants working in synergy, ensuring marketing campaigns resonate authentically in every language and adding that crucial human approach. To discover how we can help you translate your marketing copy, call us on +44 (0)20 7294 7710 or email us at info@creativetranslation.com for further information or a quick quotation for your next project.
