MAD//North has officially launched in Manchester, with an event at the WPP Campus bringing together brands, agencies, and media figures for a preview of what the 2026 festival will offer.
WPP – one of MAD//North’s founding partners and a long-standing supporter of Prolific North – hosted the event at its Manchester hub, reflecting its ongoing focus on the region’s growing creative and digital economy.
The launch, held on 27 November, featured a panel discussion with Manchester icon John Robb, alongside Emma Slater, Regional Managing Director at Wavemaker; and Helen Dean, Head of Brand at Pets at Home. They were joined by Michael Taylor, Editor of TheBusinessDesk.com; Will Evans, co-founder of Manchester Union Brewery; and Steve Seddon, CMO of Ice Travel Group.
The conversation provided a snapshot of the ‘Northern Soul’ theme organisers say will be explored more fully at next year’s festival which Luke Wilcox, MAD//North Content Director, says “will get under the bonnet of the true spirit of the boundary pushing mindset that has long driven world class creativity from Wigan to Whitley Bay. We hope February’s event will explore how the North’s distinctive beat is shaping the future of UK and global marketing, and raising the bar with outstanding, head turning work.”
Nicola Marsh, Managing Director of WPP Media’s EssenceMediacom North, said: “As a proud Mancunian with a deep love for music, I’m particularly thrilled that MAD//North is celebrating the ‘Northern Soul’ of our region. This event, anchored right here in Manchester, truly taps into the city’s unique energy, passion, and innovation – qualities that define our creative and marketing scene.”
MAD//North returns to Manchester on 25–26 February 2026, taking over Aviva Studios for its second year. Organisers expect more than 4,000 attendees, including marketers, founders and brand leaders.
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The Northern Soul theme draws on the region’s cultural legacy and its reputation for independent, inventive thinking. Organisers say the theme will underpin discussions on how northern perspectives are influencing the wider UK marketing landscape.
Emma Slater, Regional Managing Director, WPP Media’s Wavemaker said: “We’re incredibly proud to deepen our partnership with MAD//North for a second consecutive year, with WPP Media returning as the headline stage sponsor. This year, the event feels even bigger and more impactful taking over multiple sites around St John’s, truly showcasing the dynamic creativity flourishing across the North. We’re especially excited for the two not to be missed WPP Media sessions.
The 2026 festival will run across the full Aviva Studios site and into the surrounding St John’s neighbourhood, an area that continues to attract major agencies, brands and creative businesses.
Over the two days, organisers say attendees can expect a mix of content from industry leaders, sessions exploring emerging trends and creative approaches, and a programme of social events including DJs, food and drink.
