What DNA learnt at MAD//Fest

MAD//Fest 2025 is done and dusted. Three scorching days in the Truman Brewery, surrounded by 15,000 marketers, disruptors, creatives and clients and it genuinely felt like the energy never dipped.

As Preferred Talent Partner this year, we were proud to be right in the thick of it. Not just watching the industry talk about the future but actively helping to shape the teams that will deliver it.

There was a lot to take in. From Jaguar ripping up their brand rulebook to behavioural science lessons from Rory Sutherland. From C-suite chats about where marketing really sits in the boardroom to the truths on AI, culture, and creativity. But underneath it all, a few standout themes kept cropping up and these are the ones that spoke most directly to us.

1. Creativity isn’t dead. It’s just getting braver.

The line that stuck with us? "Bravery is so last year." Now, whether you agree or not, it does echo something we’re seeing more: creativity isn’t just about big bold ideas, it’s about knowing when to stick to your guns and when to play the long game. That’s where real brand growth comes from, not viral campaigns, but consistent, strategic creative thinking.

From the candidates we place, to the creative leaders we speak to every day, there’s a real hunger to make work that does something. Not just make noise. That means backing your creatives and sometimes doing the less shiny work that moves the needle. We’re all for it.

2. Relationships overreach

Whether it was brand partnerships or business development, one idea kept surfacing: real connection beats broad reach every time. The most successful agencies and brands aren’t spraying their message everywhere and hoping it sticks, they’re building slow-burn relationships that compound over time.

This came through strongly in the "Cutting Through the Noise" session too, where the speakers echoed something we’ve believed for years: BD is a long game. It’s about curiosity, chemistry and care. That’s how we hire at DNA. That’s how we train our consultants. And that’s why so many of our placements turn into long-term friendships.

3. Culture still eats everything

One thing MAD//Fest didn’t shy away from: talking about the way we work, not just the work we make. Sessions on leadership, mental health, equity and inclusion made it clear that culture is no longer the "soft stuff", it’s the make-or-break factor in whether teams thrive or not.

We know that candidates are prioritising flexibility and development more than ever. Yes, money matters. But if your culture is rigid and outdated, talent will walk. The businesses who are winning? They’re listening, they’re investing. And they’re building workplaces where people can show up as themselves, not just their CV’s.

4. AI is here. Let’s not lose the plot.

Unsurprisingly, AI was everywhere. Some demos were brilliant. What cut through the noise were the more grounded discussions: where does AI fit in a creative business? How do we use it without losing the human bit?

From what we saw, the best conversations were the most honest ones. AI is a tool, a powerful one. But it doesn’t replace judgement, taste, originality or trust. The businesses who are doing it well? They’re giving their teams permission to experiment and the confidence that creativity still leads. If you’re hiring, be clear about what you want AI to do, and where human magic still matters.

5. Challenger brands still punch above their weight

Another standout moment was the conversation around behavioural science and how it gives challenger brands an edge. If you don’t have the budget to outspend, you need to out-think. And that’s exactly where clever hiring comes in.

Whether it’s a nimble strategy director, a culturally connected social lead or a freelance creative duo who’ve been around the block, knowing who to bring in (and when) can be your superpower. We’ve helped plenty of startups scale this way, and it was brilliant to see those stories celebrated on stage.

6. Professional development 

Another message that kept coming through loud and clear was that people want to grow. They want new skills and challenges, new ways to progress, not just a bigger pay rise.

This completely mirrors what we found in our 2025 Salary & Trends Guide: professional development is the top driver for career moves. Agencies and brands that are serious about talent need to be thinking way beyond perks and ping pong tables. Think mentorship. Think training. Think real leadership.

That’s why DNA is doubling down on roles that offer career pathways. It’s what candidates are asking us for daily. And it’s what will keep your team from looking elsewhere.

7. Independent agencies are the heart of it all

We might be biased here, but one of the best bits of MAD//Fest is always the indie energy. Smaller teams, bigger ideas. Less red tape, more freedom. From the Independent Agency Awards to some of the most exciting talks across the three days, it’s clear that indies are setting the pace right now.

We work with a lot of them. And we know that what they sometimes lack in headcount, they make up for in agility and ideas that land. As their hiring partner, we take huge pride in helping those businesses punch above their weight.

Wrapping up...

There’s a reason MAD//Fest always leaves us a little giddy and a lot inspired. It’s not just about the scale or the sunshine or the endless mojitos in the Havana Bar. It’s the sense that this industry still cares. About ideas. About impact. About people.

As the Preferred Talent Partner for 2025, it was a privilege to be there. And as ever, we left with sunburn, sore feet, and a hundred new ways to do recruitment better.