MadTech Staff

MAD//Fest London 2026: AI dominates the agenda but The Human Touch defines the future of advertising

AI dominated the agenda at MAD//Fest London 2026, but industry leaders agreed the future of advertising will depend on balancing automation with creativity, collaboration and human insight.

Why the future of marketing is about creating experiences, not just messages

Charles Melcher explains why AI, VR and immersive storytelling are transforming marketing from one-way messaging into personalised brand experiences.

DoubleVerify: Less than half of UK consumers can spot AI content

A DoubleVerify and YouGov study found only 41% of UK consumers feel confident identifying AI-generated content, as the company warns of AI-powered ‘FanFarming’ targeting sports fans.

5% OF CTV AD IMPRESSIONS INCORRECTLY LABELLED

New research from 51Degrees found that nearly 5% of digital ad impressions sold as connected TV inventory are incorrectly labelled, potentially costing advertisers billions.

Greenly launches Times Square campaign to redefine carbon as a business performance metric

Greenly has unveiled its largest-ever US brand campaign, introducing The Carbon Index™, a fictional financial indicator that flips traditional business thinking by treating falling carbon emissions as a measure of stronger performance.

Belvoir Farm launches biggest-ever campaign celebrating its obsession with taste

Belvoir Farm has launched its largest marketing campaign to date with Joint, taking its ‘We’re Taste Obsessed’ platform across TV, OOH, radio, podcasts and social.

Marmite becomes ‘WeMite’ to fuel England fans travelling to this summer’s tournament

Marmite has rebranded as ‘WeMite’ for a limited-edition campaign celebrating England supporters travelling to the US, with special jars sized to match fans’ optimism for the team’s tournament run.

Global launches AdPower

The UK’s first self-service platform to bookmainstream audio & outdoor media in minutes Global, the Media and Entertainment group has announced the launch of its ground-breaking new self-service advertising platform, AdPower. For the first time, businesses of all sizes can now directly book campaigns on the UK’s number 1 audio & outdoor advertising networks, all through…