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.

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.

Sustainability in Retail: Insights from Impact Ireland 2024

We joined brands, retailers and industry gurus from the POPAI community at last week’s Impact Ireland: Sustainability in Retail event held in Dublin.

Alongside global brands like Diageo, HP, and Heineken, as well as major retailers such as Boots, we delved into sustainability trends shaping the retail landscape over the next 12 months. We looked at opportunities for retail brands to commercialise sustainable choices effectively, highlighted examples of success, and addressed key barriers to progress.

Presentations and focus points ranged from sustainable materials and design innovations in point-of-sale displays to communication and understanding the shopper. We also examined the crucial role of POS in supporting effective product recycling efforts, demonstrating how retail environments can play a pivotal part in closing the sustainability loop.

Consumers and the Complete Shopper Journey

One of the most actionable insights revolved around the complete shopper journey. Sustainability begins well before customers enter a store. It starts with internal or agency-led creative processes that integrate sustainability into the broader brand experience. While the in-store environment offers an immersive opportunity to engage consumers, this must align seamlessly with the post-purchase phase across other marketing channels. Achieving this requires working with partners who have expertise across the full journey to ensure consistency and continuity.

The concept of “phygital” – blending physical and digital experiences – was a prominent theme, showcasing how sustainability can enhance retail strategies. Crucially, however, sustainability should complement, not dominate. It must act as a value-add rather than the central focus, ensuring that core customer needs are met first before introducing the “green benefits.”

Addressing the Value-Action Gap

A significant challenge for retailers lies in the value-action gap. While numerous reports, such as those by Deloitte UK, indicate that a majority of consumers claim sustainability influences their purchasing decisions – with some studies citing figures as high as 70% – real-world behaviours often fail to align. For instance, despite many shoppers stating they would pay more for sustainable products, only a small percentage follow through.

This intention-action gap underscores the need for retailers to make sustainable choices more accessible and intuitive. The concept of the “invisible hand” of sustainability was highlighted as critical: embedding eco-friendly practices so seamlessly into the consumer journey that making sustainable choices becomes effortless.

Interestingly, consumer engagement with sustainability trends is strongest among two key demographics: 18-24-year-olds and those over 55. Understanding and targeting these groups could be the best place for retailers and brands to focus on.

Designing for Sustainability

A pivotal takeaway was the importance of sustainable design. According to the Ellen MacArthur Foundation, 80% of a product’s environmental impact is determined at the design stage. This statistic underscores the power of designing POS and retail displays with circular principles in mind to reduce waste and enhance resource efficiency.

The industry now has access to a greater variety of alternative materials that outperform traditional options in both sustainability and cost. Coupled with advanced design capabilities, robust data insights, and better end-of-life solutions, there are few excuses left for not embracing sustainable design. Retailers and brands must adopt these principles as standard practice.

Transparent and Honest Messaging

With stricter regulations around “green claims” coming into force, the days of vague or unsubstantiated sustainability statements are over. Transparent, authentic messaging is more critical than ever for maintaining consumer trust and credibility.

Diageo’s presentation highlighted how understated, fact-based communication, showing how a commitment to honesty can succeed in connecting with customers. Retailers risk significant reputational (and financial) damage if their sustainability claims are perceived as insincere. Instead, brands must focus on substantiating their messages with measurable impact metrics, helping consumers understand the positive outcomes of their choices.

Strategy Strategy Strategy

Sustainability is a multifaceted challenge that requires a well-defined strategy. Retailers face growing demands from consumers, tighter legislation, increased data reporting requirements, and heightened expectations around supply chain transparency. Developing a clear, forward-thinking strategy is therefore essential.

Collaborating with experienced partners is critical to achieving this. Partners who can provide insights, adapt to market changes, and share best practices can accelerate progress in areas such as design improvements, data sharing, and communication. By aligning these efforts into a cohesive strategy, brands can meet consumer expectations and maintain traction on sustainability initiatives.

Top 3 Takeaways from Impact Ireland 2024

1. Adopt a Circular Mindset: Sustainable retail displays and POS must consider end-of-life solutions right from the design stage.
2. Collaborate Across the Value Chain: Transparency and collaboration among brands, retailers, and suppliers are essential to scaling sustainable practices.
3. Bridge the Value-Action Gap: Make sustainable choices intuitive for consumers and ensure consistency across all customer touchpoints, from in-store displays to digital interactions.

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].

After successful launches in the US and LATAM, the much-loved streaming service that has delivered countless iconic series and films will now be available to a European audience for the first time, as of 21^st May. We’re thrilled to have partnered with Warner Bros. Discovery on this exciting launch by providing a full end-to-end service for Branded Merchandise products.

From sourcing, compiling and fulfilment, our team delivered large quantities of 39 product types, to 19 different countries to support the launch events.

Darina Cisneros, Marketing Manager at WBD, says: “Working with APS Group has been great – the team are creative and innovative and are very responsive to any queries. They were able to provide exactly what we needed, and the products delighted our audience across all launch activities. Thank you to the team and all involved in making this launch run smoothly.”

Anne-Marie O’Hara, Category Director for Branded Merchandise at APS Group added, “We’re very proud to have supported the European launch for HBO Max and helping them to engage with their new audience! Our partnership demonstrates the ability and expertise of our team to deliver amazing branded merchandise for large-scale events, and we’re very excited to see the partnership with HBO Max continue to grow.”

If you would like to speak to our team about Branded Merchandise, or how we can support your future campaigns, then please get in touch via [email protected].