One of the UK marketing industry’s flagship events MAD//Fest has announced the inaugural edition of MAD//UpNorth, set to take place at Manchester’s Factory International in February.
The event, which is sponsored by media agency Group M will celebrate the North’s thriving marketing businesses and brands, with the organisers calling it “a destination festival that showcases exceptional work and innovation taking place all across the North”.
First launched in 2018, MAD//Fest is the UK’s largest brand event, attracting attendees from the world’s most successful advertisers.
MAD//UpNorth’s theme will be What Sets Us Apart and the main Factory Stage is set to be supported by media, tech and social stages.
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Speakers will include AO World Founder and CEO John Roberts, Ogilvy vice-chair Rory Sutherland, Co-op chief membership and customer officer Kenyatte Nelson, and Irn Bru marketing director Lucy Henderson.
“We’re incredibly proud of MAD//Fest’s trajectory over a relatively short period of time and we can now proudly say it’s the UK’s biggest, freshest and most entertaining marketing and advertising festival,” MAD//Fest co-founder and commercial lead, Ian Houghton said.
He added, “The demand for a large-scale festival that reflects the needs, interests and market dynamics of the North has convinced us that MAD//UpNorth is the next logical launch for MAD//Fest and we can’t wait to help connect the ecosystem this February.”
Fellow co-founder Dan Brain added: “We’re pretty excited about this one. Attendees of our very first MAD//UpNorth will be in for something special.
“They’ll be inspired by the big brands and disruptors who are making a difference. They’ll discover the innovators who are rewriting the rules. And they’ll meet the community of movers and shakers who are creating a future that truly sets the North apart.”
The northern launch comes three months after MAD//Fest was acquired by marketing group Ingenuity Group for an undisclosed sum.
