What is MAD? We surely know what it is NOT: it is not the advertising agency you are looking for (cit. needed). It does not generate enthusiasm and participation by mixing non-conventional marketing tactics (viral, guerrilla marketing, newsmaking, word of mouth) with traditional tools (press, Promo- card©, outdoor and indoor events) (citation needed). It is not effective at positioning, with a vast range of action and elevated ROI. Our philosophy is to achieve a verifiable result (citation needed). It is not a cross-media communications agency situated in Cologno Monzese (500 m. from the Cologno Centro stop) that specializes in new forms of web 2.0 oriented marketing (citation needed). We do not study successful actions that allow the brand to actively participate in the community and social networks, building and developing a feeling of symbiosis between the brand and the consumer (citation needed). It is not a fully integrated, around the clock communications agency (citation needed). It is not the 007 of unconventional marketing (citation needed). It is none of these things and perhaps a Cartesian definition, clear and distinct, just does not exist (or do we find it too restricting?) It’s enough to take a quick look on our site at to see what we are talking about: www.madagency.it; nothing more.