Aviva Studios, home of Factory International, will continue its partnership with MAD//Fest this July, supporting two sessions at MAD//Fest London that explore the evolving relationship between brands, culture, sponsorship and social impact.
The activation follows a successful year for the partnership, which saw MAD//North return to Aviva Studios in March, bringing together thousands of delegates from across the creative, media and marketing industries.
Taking place on the event’s Sports Stage, the first session, Sport, Culture and Cities: Building a Multi-Venue Sponsorship Strategy, will see Tom Whiteside, Group Head of Sponsorship at Aviva, joined by Jane Hector-Jones, Brand Partnerships and Sponsorship Director at Factory International. Together, they will explore how sponsorship strategies are evolving beyond traditional sport to encompass culture, place-making and audience engagement across multiple venues and destinations.
The second session, Sponsorship for Social Change: The Brands Doing Well Out of Doing Good, brings together Jane Hector-Jones again, and Scott Branch, Senior Vice President and Integrated Business Lead at THE-TEAM. The discussion will examine how brands are using partnerships and sponsorship to create meaningful social impact, drawing on examples from sport, culture and community engagement.
The sessions reflect a growing appetite from brands for partnerships that go beyond visibility alone, creating experiences, conversations and connections that resonate with audiences in more authentic ways.
Stephanie Williams, Head of Events at Aviva Studios, the home of Factory International, commented, “One of the things we’ve really enjoyed about working with MAD is the quality of the conversations that take place. The MAD//Fest sessions bring together people who are doing genuinely interesting work across sponsorship, culture and brand partnerships. What we’re seeing at Aviva Studios is brands that want ideas, creative partners and opportunities to connect with audiences in meaningful ways. That’s something we love doing when we’re hosting events.”
The appearance at MAD//Fest London continues a successful collaboration between the two organisations, with both committed to creating events and experiences that inspire, challenge and connect creative communities.
