MAD//FEST London 2026: the brand guide
MAD//FEST is the UK's biggest and boldest marketing festival. It does not feel like a trade show. Its 2026 edition runs three days at London's Old Truman Brewery for 15,000+ marketers, with a 2026 theme of The Human Touch, a deliberate counter to the rise of generic AI content. Expect superstar speakers, brand-innovation pitches, masterclasses and a festival atmosphere of food, drinks and parties. Here is what to expect.
What it is
MAD//FEST, short for Marketing, Advertising and Disruption Festival, is the UK's largest and most vibrant marketing festival, now in its ninth edition in 2026. It blends entertainment with industry insight: superstar speakers, networking, brand-innovation pitches, masterclasses, experiential activations and evening parties. The 2026 theme, The Human Touch, responds to the rise of AI-generated content by spotlighting authentic marketing and how to use technology to sharpen rather than dull a brand. The format is invite-only and built to balance buyers and suppliers, prioritizing quality connections over sheer volume.
Why brands attend
It is the UK's largest marketing festival, so the concentration of brands and agencies is hard to match in Europe.
The festival format breaks from dull trade-show norms, which makes the networking genuinely productive.
The invite-only buyer-supplier balance is designed for quality introductions.
The 2026 Human Touch theme is a direct conversation about authentic marketing in the AI era.
Who should go
- UK and European brand marketers and CMOs.
- Agency leaders seeking media and technology partners.
- Martech and adtech platforms and startups.
- Anyone working on brand, creative and authentic marketing strategy.
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When is MAD//FEST London 2026?
MAD//FEST London 2026 runs from 7 to 9 July 2026 at the Old Truman Brewery in London. It is the ninth edition.
How big is MAD//FEST?
MAD//FEST London 2026 is expected to draw more than 15,000 marketers, agency leaders and brand professionals, which makes it the UK's largest marketing festival.
What is the MAD//FEST 2026 theme?
The 2026 theme is The Human Touch, focused on authentic marketing and using technology and innovation to sharpen brand work rather than produce generic AI content.
Who should attend MAD//FEST?
UK and European brand marketers, CMOs, agency leaders, martech and adtech platforms, plus startups. The invite-only format is built to balance buyers and suppliers for quality connections.