Becoming a hybrid events trailblazer.

MAD//Fest brought their iconic in-person event to the hybrid stage with Webex Events (formerly Socio).

MAD//Fest founders Dan Brain and Ian Houghton smile onstage at a MAD//Fest event. The decor is bright pink, yellow, and orange.

MAD//Fest, not your average marketing conference.

The largest UK marketing festival, MAD//Fest gathers marketers from around the globe and reimagines what an event can be—whether it's in-person, virtual, or hybrid.

Innovative From its launch in 2018, MAD//Fest has disrupted the traditional conference model, delivering immersive experiences that foster connection.
Award-winning MAD//Fest has won several UK Conference Awards, including Best Hybrid Event, Best New Launch, and Best Networking Event.
Community-building MAD//Fest events consistently draw thousands of attendees from countries around the world.

MAD//Fest's hybrid event success.

After a successful virtual event in 2020, MAD//Fest again leveraged Webex Events to go hybrid in 2021 with great results.

In-person attendees listen while a virtual presenter speaks on the big screen at the MAD//Fest event.
8,000 total attendees, half in-person and half virtual
30+ countries represented
21,470 connections made, 7.5 per attendee
82% renewal rate for sponsors


  • Webex Events (formerly Socio)
  • Webex Events Branded Mobile Event App
  • Webex Events Web App
  • Webex Events Live Display
  • Webex Events Professional Services
  • Webex Events Streaming

Taking virtual events to the next level.

Along with their hybrid event, MAD//Fest also put their innovative spin on the fully virtual format. Their first virtual event brought together 700 speakers for 90-second talks, drawing thousands of attendees. Learn more in the full case study.

Webex Events interface for 2020 virtual MAD//Fest. Screen shows event title, description, art, and menu with live stream, etc.

A better hybrid event experience.

MAD//Fest wanted to create a compelling hybrid event that blended the best parts of their popular in-person event with all the benefits of a virtual model.

  • Improving hybrid networking, connecting in-person and virtual attendees

    One of MAD//Fest's core goals is to foster connection in the marketing community. For their first hybrid event to be a success, founders Dan Brain and Ian Houghton weren't content to settle for a pseudo hybrid event where virtual attendees were mere spectators and couldn't connect with in-person participants. They wanted to create a true hybrid experience that brought virtual and in-person attendees together.

  • Reaching a global audience with a consistent experience

    Just as they did with their successful virtual event in 2020, Brain and Houghton wanted the 2021 MAD//Fest to reach a wider global audience by offering a virtual attendee option. However, it was critical that virtual attendees had the same great experience as those joining in-person.

  • Creating value for key sponsors, even those unable to attend in person

    Not all sponsors could attend the event in person. The MAD//Fest team needed to figure out a way to give these sponsors a valuable virtual experience that would boost sponsor ROI and ensure engagement across both virtual and in-person attendees.