MAD STARS 2025 has begun its on-site awards judging in Busan. The Final Jury started round two judging on August 25. On Tuesday, August 26, the New Stars and Young Stars MAD Competitions officially opened, kicking off the journey for the next generation of creative talent. The main Festival continues on Wednesday, August 27, with the Opening Ceremony and Gala in the evening.

This year’s conference will feature a series of sessions that explore how technology and human creativity can coexist to shape the future of advertising.

As the closing keynote, John Jonghyun Kim, global president and chief executive officer of Cheil, will present The Ambidextrous Agency: Harmonizing AI and Human Creativity. He will explore the challenge of managing a tool with the power to control and introduce his Ambidextrous Agency model that enables a healthy symbiosis between AI and human intelligence. His talk is a must for everyone whose work is being touched by AI.

Adding his perspective on the AI theme, Alex Abrantes, chief creative officer, North America, Iris Worldwide, will deliver his keynote Creative Intelligence: How Storytelling can bridge the gap between Al and Human Emotion. He will explore how stories can transform AI from a cold algorithm into a source of connection, meaning, and entertainment.

A highlight of the Conference is always Conversation with the Executive Jury. Four of the industry’s most prominent creative leaders, Alejandro Di Trolio, European Creative Chairman, Cheil; Alex Abrantes, Chief Creative Officer, North America, Iris Worldwide; Ashish Chakravarty, Executive Director and India Head of Creative, McCann; and Tawana Murphy Burnett, Head of Top Accounts and Agencies, Meta, will discuss what differentiated MAD STARS finalists from award winners this year.

New Stars and Young Stars officially opened today with their mission briefing at SIGNIEL BUSAN. The Young Stars mission is: Campaign ideas to raise awareness of the health and social risks of e-cigarettes among young adults. This mission is sponsored by the Korea Health Promotion Institute. The New Stars mission is: Planning a public campaign to overcome fear and foster engagement in the Age of AI.

Each group has 30 hours to develop and present fresh creative solutions. During this final round, they will receive direct feedback from some of the world’s top creative professionals, gain insights into the latest industry trends and ideation techniques, and attend lectures on key developments in advertising and marketing. Participants will ultimately compete for Gold, Silver, Bronze, and Crystal awards. The winners of both competitions will be announced at the MAD STARS Awards Show on Friday, August 29, at the close of the Festival.

Among this year’s notable talks is Pancho Gonzalez, Co-Founder and Chief Creative Officer of Inbrax, with Brainrot: Stupidity as Brand Connector. In an era of endless content and shrinking attention spans, Gonzalez warns of a silent creative crisis where originality is replaced by automation and big ideas are sacrificed for small metrics. He calls it brainrot, and his talk is a wake-up call to reclaim the soul of creativity.

Another highlight is There is Anything More Human Than Algorithm by Alejandro Di Trolio, European Creative Chairman at Cheil. He will ask whether AI can go beyond targeting to become a genuine ally for brands seeking human connection, and demonstrate how empathy, belief, and emotional truth remain vital in an age that often feels dehumanized.

Also drawing attention is the Samsung Electronics session Bespoke AI: How to Build Brand Heritage in the Age of AI. In an era flooded with the keyword, AI, brands face the challenge of staying true to their uniqueness while continuing to evolve. Samsung chose to build on its accumulated brand heritage rather than breaking away from it when introducing AI home appliances. This session will share the strategy and creative approach behind one of 2025’s most talked-about campaigns, AI Home Appliance Troika. Speakers include Yuna Kim, the model featured in the campaign and a global sports icon represented by All That Sports; Kyungtae Kim, Corporate VP, Samsung Electronics; and Soora Min, Executive Creative Director, Cheil Worldwide. The discussion will be moderated by influencer Seungkug Lee, known as GeniusSKLee.

Find the full MAD STARS Conference schedule here.

The MAD STARS Exhibition will run throughout the Festival at SIGNIEL BUSAN, offering delegates the chance to view some of the best creative work in the world, as well as visit the Networking Lounge and Promotion Booth.

The Festival concludes with the MAD STARS Awards and Closing Party in the Ballroom at SIGNIEL BUSAN. Awards will be presented as the Grand Prix of the Year, Grand Prix, Gold, Silver, Bronze, and Crystal. Special Awards include Holding Company of the Year, Network of the Year, Agency of the Year, Advertiser of the Year, Production Company of the Year, and Honorary Awards presented to individuals and groups whose exceptional work advanced cultural and social development. The goal of these awards is to inspire the global advertising industry while promoting world peace and contributing to the improvement of human life, which is the mission of MAD STARS.