The launch event for MAD//North 2026 – the premier marketing, advertising, and design festival dedicated to the North’s vibrant creative landscape – took place on Thursday at the WPP Campus in Manchester.
The evening drew industry leaders, brands, agencies, and partners to unveil plans for February 2026, building on the success of its inaugural event that attracted over 3,000 attendees. With a theme of ‘Northern Soul’, the gathering highlighted authentic storytelling, community-driven innovation, and the distinctive energy of northern brands on the global stage.
The launch featured insights from MAD//North co-founders, Ian Houghton and Dan Brain and a dynamic 30-minute panel discussion moderated by journalist Michael Taylor from The Business Desk. Attendees learned how northern creativity – rooted in resilience, relatability, and grassroots passion – fuels brands and emphasises Manchester’s evolving urban scene and its role as a hub for entrepreneurial spirit. Speakers underscored the festival’s mission to create connections without a ‘silly southern’ lens, inviting the right delegates for meaningful experiences.
The panel – featuring Helen Dean (Pets at Home), Will Evans (Manchester Union Brewery), Emma Slater (Wavemaker/WPP), John Robb (musician, writer and cultural commentator), and Steve Sedden (Ice Travel Group) – delved into themes of authenticity and community, drawing parallels to the underground passion of the northern soul movement.
Ian Houghton, MAD//North co-founder, said:
“We came here to create an event for the North and about the North. 81% of the delegates attending next February are from Northern brands in Northern Ireland, Scotland, the North East, North West, and as far as Birmingham. We have to thank WPP for supporting us from day one, the MPA, and Manchester United Brewery, which is brewing a special lager that will be co-branded, and we will be sharing it during our show and also Caravan, our official restaurant.”
MAD//North – the two-day festival celebrating marketing, advertising, and design with a focus on Northern innovation, community, and global impact – will take place on Wednesday 25th and Thursday 26th February 2026 at Factory International/Aviva Studios: Water St, Manchester M3 4JQ.
Dan Brain, MAD//North co-founder, added: “There’s so much incredible work coming out of the north that deserves more recognition on an international stage. Our aim for MAD//North is to create a major platform where major brands, agencies, publishers and tech players show up loud and proud, build lasting relationships, and get deals done – all with plenty of northern soul, naturally!”
John Robb, musician, writer and cultural commentator: “I like the way Northern Soul is being used because I like the idea of a northern soul, so it’s perfect for MAD//North. Manchester is one of the key ten key cities in Europe. We need to recognise what we have, and the energy and potential of where it’s heading are very promising and exciting.”
