The second MAD//North proved a huge success last week, bringing together leading brands, agencies and creative voices for two days of inspiring content, networking and social events.
Returning to Manchester’s Aviva Studios and backed by major partners including WPP Media, TikTok, and Omnicom Media, MAD//North welcomed thousands to the city’s creative district for a packed programme of content, networking and brand activations.
The sold-out event reinforced Manchester and the north’s growing reputation as a major hub for marketing, advertising and disruptive innovation.
Already the largest marketing festival in the north, MAD//North broke its previous attendance record and attracted over 4,300 brands and agencies for the 2026 edition under the theme of ’northern soul’.
The festival featured an impressive line-up of speakers from across marketing, media, sport and entertainment, including returning headliner Gary Neville, plus Mary Earps, Jill Scott, Rory Sutherland, Jonathan Warburton, Maisie Adam, Dr Jo Twist OBE and Ella Toone. Sessions explored MAD//North’s 2026 theme, ‘Northern Soul’, with major brands providing insights on topics including creativity, AI, sports marketing, brand-building, social and discovery commerce, culture and leadership.
Standout moments included lively discussions around the cultural and commercial impact of The BRITs and Manchester’s role in the wider music industry; legendary creative Vicki Maguire on why the south needs to learn from the north’s creative swagger: TikTok on the intersection of creativity and brand activations; as well as a packed session discussing how Manchester’s biggest band Oasis sparked one of the biggest cultural brand moments of the summer. Festival favourite Bez also drew big crowds, bringing humour and Manchester attitude to the programme.
Another highlight of the festival was the media panel, which brought together representatives from BBC, ITV, Sky and Channel 4 to discuss how traditional broadcasters are navigating the rise of streaming platforms, changing audience behaviours and the evolving media landscape.
MAD//North Managing Partner Bindi Houghton said: “MAD//North has exceeded all our expectations. Bringing the industry together here in Manchester has been incredibly special – this is a city with creativity and innovation at its heart, and the energy from the audiences and speakers has been amazing.
“I lived in Manchester for years in the 90s and worked closely with ‘Mr Manchester’, Tony Wilson, so it’s wonderful to be back in a city that has shaped so much culture and continues to lead creatively. We always believed there should be a major marketing festival in the North, and the response has shown just how important and necessary this is.”
The success of MAD//North marks a significant milestone for Manchester’s creative economy and cements the event as an essential fixture in the UK’s marketing calendar.
MAD//Fest will return to London this July, before MAD//North returns to Manchester early in 2027.
