The co-founders of MAD//FEST have sold the London-based B2B marketing and advertising festival to The Ingenuity Group for an undisclosed sum.
MAD//FEST, which took place from 2-4 July at the Old Truman Brewery will also now debut in Manchester during February next year.
Dan Brain, MadFest co-founder (pictured right) said: “We’ve had quite a few approaches over the years but Ingenuity’s drive to create something different really stood out. Its hires, acquisitions and investments to date show how determined it is to create something new that meets the needs of the industry.”
The three-day event, which launched in 2018, will now operate within Ingenuity’s interconnected portfolio of events, brand partnerships and marketing communities.
Ingenuity CEO Chris Kemp (pictured centre) said: “The MadFest co-founders have built an absolutely incredible business that, like Ingenuity, sits at the very heart of the marketing industry. The MAD//FEST team will play a key part in our mission to better connect the marketing world.
“As we’ve grown The Ingenuity Group, we have made it our mission to acquire like-mindedd businesses with whom we can collaborate, innovate and scale at pace. The effect is a multi-disciplinary team brimming with talented people – which grows more brands and accelerates more agencies than any other organisation. MAD//FEST has a crucial role to play in all this.”
MAD//FEST’s commercial lead and other co-founder Ian Houghton (pictured left) said: “We can’t wait to get cracking and explore the opportunities for both brands and agencies that exist across the businesess within the group. I’d like to thank all the commercial partners and loyal clients who have backed us at every step of the journey and we look forward to making MadFest’s next chapter even more bold, different and daring – starting with our first Manchester event in February.”
