Setting the scene
Hola! I’m Millie. I’m a second-year Media and Communications student at Leicester University. For the next three months, I’m an intern at Amigo. Getting my first taste of the marketing world has been amazing. Last month, through Amigo’s strategic partnership with the Alliance of Independent Agencies, I was lucky enough to attend MAD//Fest, one of the biggest and the best industry festivals around.
In a way, MAD//Fest the perfect introduction to the marketing world, from the biggest trends, to the most talked about topics all jam packed into 3 days. It was interesting to compare what I’d seen at the festival to what I’ve been learning with Amigo.
I’ll also be sharing:
/ Talks: my favourites and what they taught me
/ Life advice: Networking and fighting the dreaded imposter syndrome
/ AI learning: Amigo and MAD//Fest
Experiencing the MAD//Ness: First impressions
It would be a lie to say I wasn’t nervous. I was going into my first professional event with next to no professional experience. But as soon as I stepped into the noise and mayhem, the hustle and bustle of people pitching and networking out of the endless stream of stalls and plinths, my nerves were calmed completely. This is fun!
Talk of AI was everywhere. Of course, this has been a big topic at Amigo and I know we’ve embraced it with our new way of working, Intelligent Progress™. It seemed the general attitude from the various talks was more centred around talking, rather than doing. I got the feeling Amigo had a head start.
Still, there was more to be learnt.
I packed my schedule. Then hit the talks.
Favourite workshops and sessions: Learning from the experts
There were two sessions I found truly inspiring.
1. Dove’s Campaign for Real Beauty,In 2004, only 2% of women consider themselves beautiful. This is the effect from advertising, media, and popular culture bombarding females with idealised images. Dove recognised that the beauty industry conformed to these harmful ideals and saw they could make a change. In the early 2000s, they based their whole Real Beauty campaign around this one insight and from it, stood out as mavericks.
Today, they are still fighting these issues, even in the world of AI. The #TurnYourBack campaign pushed back against the Bold Glamour generative AI filter trend that swept social media. Dove partnered with 68 influential creators, asking them to #TurnYourBack on the filter. The talk highlighted that Dove does not compromise its morals in marketing, they find creative ways to engage and persuade without compromising core values.
For someone who has grown up seen the effects media can have on young women, this was truly inspiring. Going against the grain, standing up for what you believe is both appreciated and rewarded. This has helped me further understand the impact that media and advertising have on people’s perceptions and the power and responsibility that’s possessed. Blending strategic insights with ethical practices can create incredible positive and meaningful marketing campaigns. Amigo have always preached that they are people-first creative agency and in a day and age where we deal so much in numbers, this seems even more important.
2. Hope Sogni, Dark Horses
In 2023, women's football saw new levels of viewership and interest, yet incidents of misogyny and inequality persisted. Remember the allegations of sexual abuse, the boycott by the Jamaican women's team due to unpaid wages, and Nike initially refusing to sell England Women's goalkeeper Mary Earps’ jerseys. But it’s an issue that’s been embedded in FIFA over their 120-year history. They have had no female candidates and women challenging the status quo have often been sidelined.
To address these challenges, Dark Horses developed Hope Sogni, an AI character representing the first female candidate for FIFA President. Created with input from prominent women in football, Hope embodies the collective voice advocating for women in the sport.
The campaign reached an audience of 364 million people and generated significant engagement on social media, sparking widespread debate. Organisations like the Malala Fund have sought Hope's support in advocating for women's football rights.
During the talk, the speaker, Maggie Murphy drew from her experience as a CEO in a male-dominated industry, Murphy highlighted how men may overlook women's needs and decisions due to differing life experiences. Diverse leadership teams, are more likely to consider ethical implications and promote corporate social responsibility. It’s something I’ve noticed Amigo do too.
This taught me that the use of AI can be extremely beneficial. In this case, AI can help close inequality gaps and streamline decision-making processes using diverse data sets, but conscious use will help facilitate decisions and ideas. While AI can be an excellent tool, it’s important to remember to add a human touch, encouraging diverse groups of people to voice their opinions and engage with the conversation/content. I’ve noticed Amigo are trying their best to stay on top of this delicate balancing act.
Networking and connections - Advice from an intern
As I mentioned before, it would be a lie to say I wasn’t anxious about how I would be perceived and what to say. But confidence is key. You have to remember everyone was a newbie once, whether that’s straight into the industry or fresh out of university.
Another way to relax the nerves is research, research, research. It’s no secret that if you know what you’re talking about, the talking is easier. And people love talking about themselves —, at a place like MAD//Fest there’s countless people to engage with, practice it! Even if you have to fake it at first, get your confidence up.
Thank you to everyone at Amigo and the Alliance of Independent Agencies for this incredible opportunity! Attending the UK's biggest marketing festival was both valuable and enriching. I can’t wait to apply the knowledge I gained at MAD//Fest to my future in the marketing industry. It’s helped me understand more about Amigo, the future of the marketing industry and the AI boom.