OUR KEY TAKEAWAYS: MAD//UPNORTH 2025
MAD//UpNorth – the brand-new Manchester-based edition of marketing calendar highlight, MadFest – started by telling us something we already knew:
“Something big is brewing UpNorth” the invitation said, “a booming ecosystem and collaborative business culture, to put the north on a global stage”.
We get it. We’ve had a team based in the city (as well as Leeds and Edinburgh), for more than 3 years. Our teams around the UK are vital to our work, from campaign insight to client impact, ensuring we engage with different communities across the country, and hear first-hand the conversations that matter to audiences.
Colleagues from our different offices converged in Manchester last week; stood in some significant queues (perhaps a testament to the significance of the PR and communications industry in the region); met existing contacts, made new friends, and saw many of our partners from the Alliance of Independent Agencies; and enjoyed two days of stellar speakers.
Read on for some of our highlights….
In a crowded market, adopting a humanised brand voice isn’t just an option, it’s a must.
A standout session featured Dom Dwight, Strategy & Innovation Director at Yorkshire Tea. He took us through the rise of Yorkshire Tea to the UK’s number one tea brand, highlighting the importance of creating a distinctive, human voice that resonates with consumers.
The lesson here was clear: brands must embrace an authentic, relatable personality to truly connect with their audiences.
Sync or sink: only brands that collaborate with culture will survive.
Brands that collaborate with culture tend to grow six times faster (according to Kantar). However, cultural collaboration goes beyond hopping on the latest meme or trend. It’s about understanding your audience, aligning with their passions and beliefs, and becoming a part of their identity.
Gavin Forth, Marketing Director at Jet2 set out the airline’s success with its “Vibe by Jet2” campaign, in collaboration with Love Island, is just one example of a brand that has found its place in cultural conversations. By tapping into their audience’s interests and using insights to craft their message, Jet2 became the travel brand of choice for a new generation.
A generational shift setting the North Apart.
The North of England has become a powerhouse of creativity, with an ever-increasing number of digital and PR agencies based in Manchester. MAD//UpNorth gave attendees a unique opportunity to explore what makes the region so powerful, with comedian, writer, and broadcaster Lucy Beaumont
Lucy highlighted the real opportunity for businesses to tap into the energy of a ‘generational shift’ in creativity across the North. Whether it’s through understanding the truth and fiction of the north-south divide or embracing the unique soul of the region, there’s much to be gained by focusing on the North as a key player in the marketing landscape.
Selling your mission and vision.
Entrepreneur, broadcaster, and Manchester United legend Gary Neville was joined by the Editor Editor-in-Chief of New Digital Age, Justin Pearse, to discuss the importance of bringing people on a journey with you – showcasing your mission. He emphasised that a brand’s creative vision should match staying true to your values while constantly pushing the boundaries of creativity.
MAD//UpNorth 2025 was an inspiring experience that reminded us that the creative industries are shaping the future with integrity, vision and innovation. We came away more inspired, creative and connected – and reiterated why we have a home in Manchester.
