Last week, we attended MadFest London 2025, the UK’s most exciting marketing festival, held from 1–3 July at East London’s iconic Old Truman Brewery. 

As part of the Alliance of Independent Agencies, we joined a dynamic crowd of marketing leaders, creative agencies, and forward-thinking brands for three days packed with big ideas, bold inspiration, and brand storytelling at its best. From early morning coffee catch-ups to DJ’s and cocktails, the energy was non-stop and exactly the kind of creative charge that fuels what we do best. 

In the Thick of the Creative Conversation 

MadFest is more than just a marketing event, it’s a barometer for emerging marketing trends and where the industry is heading next. This year, the message was loud and clear: brands want creativity that performs, delivered by partners who understand how to connect with audiences in fresh, meaningful ways. 

From conversations with some of the UK’s most exciting marketers to connecting with fellow agencies doing standout work, the event reinforced our place in a bold, progressive industry, one that’s rewriting the rules on brand experience, audience engagement, and creative innovation. 

What We Learned (and Loved!) 

MadFest always delivers on inspiration, but this year’s lineup hit a new level, packed with insight on AI in marketing, creative confidence, and what it really takes to stand out in 2025. Some standout moments included: 

• Nationwide used satire to shift brand perception and resonate with a younger audience. 

• Brompton Bicycles have seen a culture change from pure product innovation to investment in marketing to drive global growth  

• Octopus Energy have been driving a psychological shift in how people consume energy to grow market share.  

• Wrexham FC have capitalised on the fame and reach of their high-profile owners for phenomenal global growth.  

• Ikea have turned up in unexpected locations like Paris fashion week to raise brand awareness in unexpected places. 

 What It All Means for Us and Our Clients 

These talks weren’t just entertaining, they were energising. They echoed the same principles we bring to every brief: creative thinking, strategic insight, and a sharp understanding of what audiences really want. We’re here to create marketing that excites, performs, and resonates. And judging by the conversations we had at MadFest London 2025, that’s exactly what brands are looking for too. 

Events like MadFest put independent agencies like ours right in the heart of the action. They keep us plugged into the pulse of modern marketing and help us bring the latest thinking back to our clients, whether we’re launching a bold campaign, delivering a brand refresh, or shaping a new content strategy. We’re proud to be part of the UK’s buzzing creative marketing agency scene.

Want to work with a team that combines creative thinking with commercial results?
Then get in touch with the team today or take a closer look at our Creative & Content Services.

POPAI Impact25: Collaboration & Creativity

POPAI’s Impact25 Sustainability Summit saw industry suppliers, brands and experts come together for a thought-provoking event that reminded us how vital it is to keep pushing forward with sustainable progress in retail and point of sale. With an agenda covering innovation, design, materials and legislation, the standout message was simple: just do something.

Winning hearts and minds

Something that everyone could agree on was that there still needs to be a shift in mindset and a change of culture in how sustainability is perceived. Even though it is definitely becoming a bigger consideration, it’s very rare that sustainability is the main focus. It was said that it always seems to be within the top ten list of priorities, but never the top three.

There is still a glaring cultural challenge of getting organisations to take the long view when short term thinking provides more instantaneous results. It’s clear that sustainability needs internal champions to push for change and start to build shared values so more eco-friendly practices can be accelerated. A way to encourage this is to put more of a focus on sustainability upskilling and training to increase understanding and build a stronger connection around the topic.

Sustainable from the start

Sustainability needs to be thought about at the beginning of a design process instead of being an afterthought. Brands need to decide on what strategic environmental goals they’re looking to meet and then ensure that these are conveyed as part of the initial brief, it’s much easier to develop a design when it’s known what is needed at the outset instead of trying to shoehorn features further down the line.

One encouraging shift is the growing recognition of simplicity as both a design virtue and a sustainability asset. Designing things that are intuitive, elegant, and long-lasting isn’t just good aesthetics – it’s responsible. Better design can lead to a longer-lasting outcome, it means fewer materials, less waste, and greater potential for reuse or repurposing. In a world of short attention spans and short commercial cycles, we can’t fix everything – but we can create with intention.

Reuse! Reuse! Reuse!

Reuse came up time and time again – not just as an operational goal, but as a creative driver. There was real energy around the idea of designing better and repurposing materials and items that are already available, rather than simply designing from new.

There was a big call to make units modular, so they’re easily moved/transported, as opposed to using glue bonding and making them a fixed structure. Designing for longevity was a key talking point, as was the need to think beyond single-use mindsets and embrace ownership models that allow for circularity. From display units to entire retail environments, there’s growing demand for spaces and assets that can flex, evolve, and earn their keep over time – a shift that requires closer collaboration between designers, marketers, and procurement teams alike.

Barriers to sustainability adoption

Many speakers talked candidly about the challenges of delivering sustainability at scale, usually associated with increased costs. While ambition is growing, implementation often lags behind showing there’s still a disconnect between intention and delivery. Pop-ups, for instance, offer brands flexibility and a testing ground – but follow-through can be lacking.

Other recurring issues discussed were around siloed workstreams, financial pressures and the rise of “greenhushing” – a reluctance to shout about good work for fear of greenwashing accusations.

That said, there was also real innovation on show. New materials and developments in recycled ranges are helping close the gap between vision and execution. Life Cycle Assessments for products and materials are becoming more and more standard to support better decision-making from the outset.

Summary

In short, Impact25 suggested meaningful change doesn’t require perfection but it does require action. Start where you are. Collaborate more. Think longer. Design better. And most importantly, don’t wait to be asked.

If you’d like to explore these insights further or learn how we can support your business with sustainable retail solutions, we’d love to hear from you. Reach out at [email protected].

We believe in empowering women and championing their success. This International Women’s Day, we’re spotlighting five inspiring women in our business who are driving our industry forward and making more possible every day. We asked women from different areas of our business to share their career journeys, key achievements and the advice they’d give to the next generation of women in their industry.

The theme for International Women’s Day is to #AccelerateAction for gender equality, because at the current rate of progress it will take until 2158, which is roughly five generations from now, to reach full gender parity. Our Gender Pay Gap is currently 12.8%, but we’re continuously working to reduce this through initiatives such as Flexible Working and our Menopause Policy.

“We’re proud to champion the growth and success of women across our business and provide the opportunities they need to continuously thrive.”  Phil Harrison – Group HR Manager

Laura Fox, UK Creative & Content Business Director

What is your career journey like?
I joined APS in the summer of July 2013 as a Digital Account Director with the primary objective of growing our digital client base. In 2016, I was promoted to Client Services Director, and fast forward 8 years from then – I’m now our UK Creative and Content Business Director, responsible for our UK agency client services teams and all client deliverables.

What are your most memorable achievements or projects that have made an impact?
The standout projects from the early years included working on the initial Superdrug loyalty app and supporting on the launch of their Beauty Studio concept store brand/ look and feel. It’s great to see most of what we created still in circulation across their store estate today. I also enjoyed working on the Mitchells and Butlers brands including the rebrand and reinvigoration of O’Neills. More recently we’ve loved working with Magnet Kitchen’s delivering all their trade marketing communications including piloting a new rewards scheme which is exciting.

What would be your best career advice for future generations?
The best career advice I ever received which has always stayed with me is… Don’t be afraid to be curious. Being curious allows us to learn continuously, shows others we’re interested, instils creativity in our thinking, opens new avenues and possibilities and can even bring excitement to daily tasks (even the dull ones).

Maartje van Beek, Creative & Content Business Director for APS Europe

What is your career journey like?
I started as a Project Manager and grew towards Account Manager, Account Director, and Client Services Director at bigger international agencies, eventually becoming Partner at my own advertising agency. For the last 2 years I’ve been responsible for all creative and content for APS within Europe.

What are your most memorable achievements or projects that have made an impact?
Working in advertising, a passion since I was a kid (I used to make New Years Eve Quizzes for the family about slogans, ad music, logos etc, so you can call me a real ad nerd 😉) and still working in advertising with the greatest colleagues and share my passion is my key achievement

What would be your best career advice for future generations?
Women should always be helping other women. Especially when they have the possibility and power to do so. Break the old boys networks, build the new girls network! That’s why…. You should come join me on the Feminist March this Saturday in Amsterdam!

Izabela Luc, International Payroll Officer

What is your career journey like?
I officially started my journey with APS Group in 2007, after working through an agency for 3 months as a Warehouse Operative. I enjoyed the time in our warehouse environment & soon became Goods-In Supervisor where I met so many amazing people and made lifelong friends. During this time I was studying in my own time, and managed to move in the energetic sales Invoicing Solutions team when an role become available. I now work as an International Payroll Officer, looking after our overseas colleagues, alongside the brilliant and vibrant bunch of people in UK and the Netherlands.

What are your most memorable achievements or projects that have made an impact?
My role evolved in so many ways over those years and I’m grateful for all the experiences. From gaining logistics management skills, operating various warehouse trucks, meeting and cooperating with many people across the business to focusing on our sales and then payroll. I truly enjoyed every stage of my career. Every day brings fresh challenges and opportunities to immerse myself in new subjects, expanding my knowledge.

What would be your best career advice for future generations?
Stay positive and always aim to overcome all obstacles. “Nothing is impossible, the word itself says ‘I’m possible’!” – Audrey Hepburn 😊

Laura Kay, Marketing & Events Manager

What is your career journey like?
My APS journey started a little unconventionally as I was hired for a brand-new events-based role in January 2020, only for Covid to hit two months later meaning I got furloughed. When I came back my role had changed, and I moved over to the marketing team which led to what I do now which is leading on the three areas of events, CSR and marketing for the public sector side of the business. I’d love to say what my day to day looks like, but every day is so different which is part of the reason I enjoy what I do as it keeps me on my toes!

What are your most memorable achievements or projects that have made an impact?
A big achievement for me is that I started as a coordinator and progressed to Marketing & Events Manager within 5 years. Before my role there wasn’t a structured event plan or CSR calendar so I believe my biggest impact is through implementing those, both in terms of helping to increase brand awareness and also bringing colleagues together.

What would be your best career advice for future generations?
My advice for future generations is to stay open minded to new opportunities and trying new things. You may end up really enjoying doing something you’d never even considered before!

Jessica Rodrigues, Client Services Director for APS North America

What is your career journey like?
I started as a customer service rep. for another managed service provider. I had no idea what I was getting myself into! Working on the largest account the company had at the time, with a small team allowed me to jump into a lot of projects and forced me to learn as I went, and quickly. I started at APS as a Key Account Manager, working on the Philips account. I still work with Philips as the Client Service Director for North America, and help on other accounts, and new business too.

What are your most memorable achievements or projects that have made an impact?
Working with Philips has been the biggest achievement for me.  When I started at APS I was working on the newest and only account for the US, Philips.  We really needed to win the hearts and minds of the stakeholders, and I spent a lot of time travelling to meet with different teams and working onsite to really build those relationships.  We have been able to not only continue working with Philips, but consistently grow with them, and become a trusted partner!

What would be your best career advice for future generations?
Building relationships with colleagues, clients, and vendor partners is so important.  Be flexible and adaptable and don’t be afraid to try new things!

We’re proud to share the diverse career journeys of women across our business, each unique and without we couldn’t deliver the service we do for our clients. We remain committed to accelerating action for gender equality and empowering women at every stage of their careers., not just for today but as a lasting commitment. Together, we’re making more possible.

We kicked off our 2025 calendar of social value activity by getting green fingered on two tree planting days with the Woodland Trust.

In January a team of five APS colleagues headed to the Woodland Trust’s largest estate in England, Smithills in Greater Manchester, to support the development of a new plantation. We planted over 600 saplings, including Oak and Willow, whilst also checking previously planted trees and removing guards from those that were established, replacing any that hadn’t survived and filling spaces between them.

Team APS were then back at it in February, this time joined by some of our clients from Versus Arthritis at Hayhills Farm Wood in West Yorkshire. The primary purpose of this day put their DIY skills to good use as they were tasked to build and erect wooden pens to protect the saplings from grazing wildlife, and the group still managed to plant another 120+ trees – cue some very achy bodies the next day!

Made possible through the Carbon Capture Scheme, these tree planting days are one of our favourite and most rewarding volunteering events of the year. We can’t wait to see where we’ll head to next!