MAD//UpNorth 2025: A Celebration of Northern Creativity and Innovation

For those who aren’t familiar with MAD//UpNorth, it's an event that has quickly established itself as the ‘Glastonbury of the marketing world.’ With an infectious energy, a line-up of industry heavyweights, and a festival-like atmosphere that fosters creativity and collaboration, this two-day event in Manchester is much more than your typical industry conference.

This year’s edition, held on February 26-27 at the Aviva Studios, was a testament to the growing influence of the North in the UK’s marketing, advertising, and digital sectors, and Harmonic was proud to be part of it as the festival’s only recruitment sponsor.

A Fitting Stage for a Growing Industry

Manchester has long been a creative powerhouse, but events like MAD//UpNorth are cementing its reputation as a central hub for media and marketing innovation. Aviva Studios was the perfect setting, reflecting the energy and ambition of the North’s creative scene. With over 4,000 attendees from brands, agencies, publishers, and content creators, the event delivered on its promise of networking, knowledge-sharing, and top-quality industry insights.

The theme for 2025, ‘What sets us apart,’ resonated throughout the festival, with discussions highlighting how northern businesses are shaping the future of marketing. From the reinvention of heritage brands to the rapid rise of AI-driven campaign planning, MAD//UpNorth proved that UK innovation definitely isn’t exclusive to London.

Big Names, Bigger Ideas

A major draw of this year’s festival was its stellar speaker line-up. Manchester icon and entrepreneur Gary Neville brought his characteristic no-nonsense approach to business, while comedian Lucy Beaumont added a fresh perspective on the intersection of entertainment and marketing. Rory Sutherland, Vice Chairman of Ogilvy UK, held a fascinating conversation with AO World’s CEO, John Roberts, exploring what it takes to scale and sustain a business in today’s economic climate.

Other standout sessions included Pete Markey’s deep dive into how Boots is staying relevant in an ever-changing market and Kenyatte Nelson’s talk on modernising a 180-year-old business. The festival also shone a well-deserved spotlight on female leadership in media, with an insightful panel discussion that highlighted the North’s role in driving industry-wide change.

AI, Data, and the Future of Content

MAD//UpNorth wasn’t just about who was speaking. It was also very much about what they were saying. This year’s hot topics revolved around the future of media and marketing, particularly the impact of AI, data-driven brand strategy, and the evolution of digital consumption habits.

Artificial intelligence emerged as a key theme, with discussions exploring how AI is enhancing campaign planning and creative execution. While automation continues to streamline workflows, the consensus was clear: human expertise is still irreplaceable when it comes to crafting compelling brand narratives.

Social media algorithms and their ever-changing nature also took centre stage, with speakers offering practical strategies for brands to stay visible in an increasingly crowded digital landscape. Meanwhile, the conversation around Connected TV (CTV) highlighted its growing dominance over traditional linear TV, with YouTube playing an integral role in this shift.

A Hub for Collaboration and Growth

Beyond the talks and panel discussions, MAD//UpNorth was an excellent opportunity for networking. The festival brought together a mix of brand leaders, disruptive start-ups, and forward-thinking agencies, creating a melting pot of ideas and partnerships.

For Harmonic, this festival was a fantastic platform for us to connect with businesses looking to build exceptional teams. We had the chance to meet with ambitious brands and innovative agencies, reinforcing our commitment to supporting the growth of the marketing sector in Manchester and beyond.

Looking Ahead

As MAD//UpNorth wrapped up, one thing was clear: the North’s creative industry is thriving, and this festival is playing a major role in its continued success. The energy, insights, and connections made over these two days are a testament to the talent and innovation that define the region.

For those who missed out, the good news is that the next MAD//Fest in London is just around the corner. If you’re attending and want to connect, reach out to Jack Watson at [email protected] – we’d love to continue the conversation. Until then, here’s to another year of creativity, collaboration, and big ideas.