MAD//North opened its doors for its second year with a bigger footprint and a broader programme as it returned to Manchester yesterday. Taking place on 25 and 26 February across St John’s Creative Quarter, the festival is aiming to put the North’s creative industries centre stage under the banner of Northern Soul.
Positioned as a festival rather than a traditional conference, MAD//North brings together leaders from media, entertainment, sport, AI and technology for two days across multiple stages, live experiences and plenty of networking space.
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After last year’s opening day queue chaos, organisers have clearly taken the feedback seriously by booking the whole of Aviva Studios, which they say creates 40% more space. They also say they limited numbers to give attendees more room to learn, connect and talk shop. Getting in was much smoother.
So what happened on day one? Prolific North is a media partner for MAD//North and we were there throughout the day. Here’s what we learned…
Bez gave the most Northern piece of advice of the day
Bez appeared in a laughter-fulled live podcast session with tombola and Meanwhile and delivered one of the simplest and most memorable lines of the day.
“If you’re not in the game, you ain’t playing.”
It summed up a theme that ran through several sessions. Many of the best opportunities come from showing up, saying yes and figuring out the details later. Ambition often looks less like a grand plan and more like momentum. It’s certainly been the case for the maracas shaking Happy Monday’s man who’s made a career out of not saying no, including the time he accidentally announced he was launching a political party live on national TV.
Polarisation can be a powerful brand strategy
One of the standout sessions came from On the Beach, where chief marketing officer Zoe Harris and Trevor Robinson from Quiet Storm argued that brands need to be comfortable taking risks if they want to stand out.
Harris described how the company deliberately leaned into polarisation with its advertising. The aim was to create work that people would respond to strongly rather than fade into the background. She said the objective with the campaign was to irritate a significant share of the audience because indifference is harder to overcome than criticism.
Robinson explained how the creative work focused on the reality of package holidays rather than the polished perfection often shown in travel advertising. That decision gave the brand a clearer identity and helped it connect with the customers it actually serves.
The North has always been comfortable with strong identities and clear points of view, and that confidence can translate into more effective marketing.
Warburtons showed the value of playing the long game
Jonathan Warburton’s session, 150 Years in the Baking, offered a look inside one of the North West’s most recognisable brands.
The chairman reflected on how a fifth generation family business has grown from a local bakery into a national brand while staying rooted in Bolton. Warburton spoke about the importance of humour, values and long term thinking, and how these principles have shaped the company’s marketing.
He explained that the business takes a different approach to measuring success than many large companies, focusing on sustained brand building rather than short term gains. That mindset has supported a string of memorable campaigns featuring stars including Sylvester Stallone, Robert De Niro and Morgan Freeman.
There was also a subtle hint about the future. Warburton was cautious about discussing what comes next but suggested the next phase of the company’s development will be shaped by a new generation of leadership.
A familiar story showed the influence of Prolific North
One session explored the story behind Jet2’s viral summer campaign and the experience of seeing a marketing idea take off online.
It was an engaging discussion and a reminder of how entertainment driven marketing continues to evolve.
It also covered the very same ground that Prolific North explored in detail during a Jet2 session back in November at Prolific North Live, showing how demand is growing for practical insights into campaigns that have worked.
Storytelling can transform a brand’s reach
The Wrexham session showed how storytelling can reshape an organisation’s future. Chief business and communications officer Robert Faulkner described how Welcome to Wrexham helped turn the football club into a global brand by combining on pitch ambition with authentic storytelling.
The documentary series introduced the club to millions of viewers and helped attract international sponsors and supporters. The story demonstrated how strong content can extend a brand’s reach far beyond its traditional audience.
Technology is evolving but brand fundamentals remain
Across several sessions there was a strong focus on the impact of AI and the changing media landscape. Speakers showed how AI is being applied to forecasting, marketing and operations in practical ways.
At the same time, many speakers returned to the importance of clear positioning and distinctive brand assets. Even as platforms and tools evolve, brands still need consistent ideas and recognisable identities if they want to build long term growth.
