MAD//Insight
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The North’s Creative Revolution: Why Marketing, Digital, and Creative Talent is Booming
Simon Lloyd, ex CMO of Virgin Atlantic and Aldermore Bank, and the host for MAD//UpNorth's Factory Stage, discusses why, from Manchester and Leeds to Newcastle and Liverpool, the North has become a dynamic hub for creative industries.
MAD//UpNorth stage overview and agenda reveal
In just over a month, we’ll be swinging open the doors to MAD//UpNorth (26-27 Feb, Aviva Studios) and welcoming 4,000 clients and agencies to a MAD//Fest experience with a northern twist.
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MAD//Fest On demand - Creator Economy Stage
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE! Here are 3 of the best from the Creator Economy Stage.
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MAD//Fest On Demand - Retail Media
Last month’s MAD//Fest was our biggest + best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE. This week we are helping you to navigate one of the hot topics that’s dominating the industry at the moment, Retail Media.
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MAD//FEST 2024 ON DEMAND: CREATIVITY STAGE
This month’s MAD//Fest was our biggest and best ever with content across 9 stages, over 3 days! All the sessions from all the stages are now LIVE! Here are 3 of the best from the Creativity Stage.
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MAD//FEST 2024: HEXAGON STAGE SESSIONS NOW LIVE ON OUR YOUTUBE CHANNEL
This month’s MAD//Fest was our biggest + best ever with content across 9 stages, over 3 days. Over the next week we’ll be adding all the sessions onto our own YouTube channel but as a teaser, the action from the Hexagon Stage is already live!
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The AI Safety Net: How Data-Driven Decisions Mitigate Social Media Risks
In a crowded digital landscape, brands must balance bold messaging with reputation safety. Advanced AI and real-time analytics turn this challenge into an opportunity, ensuring every ad aligns with brand values while keeping campaigns visible, relevant, and resilient, believes Rob Blake, UK MD at Channel Factory
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From Carrots to Chips: Cracking Social Effectiveness with McCann & McCain Foods
What does it really take to be an effective brand on social? Views and likes are nice, but do they drive impact? At Mad//UpNorth 2025, McCann Manchester and McCain Foods are taking the stage to break it down.
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The beauty of Britain: a vibrant visual census of modern Britain
“Britain is broken.” That’s what we’re told, repeatedly. Nothing works, and there is no clear direction. As a 'country', we are divided beyond repair, and according to online pundits and political wannabes, we’re a ‘has-been nation’ decaying under dark clouds of negativity—a grim and gloomy outlook. But is this really true?
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Love media/tech? Don’t miss these 6 sessions at MADUpNorth
Head to the Dentsu Media + Tech Stage to hear from Domino’s, Vodafone, Diageo + more…
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Canva, Creative Lead: Vision, Energy, Influence - The Three Tools Every In-House Creative Needs
Dale Anne Scogings, Creative Lead @ Canva tells FLC that being an in-house creative leader is more than just driving business results through creative excellence, it’s about vision, energy, and influence.
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Welcome to The Havas Arms – A Pop-Up Pub Garden at MAD//UpNorth
Fancy chatting all things marketing over a pint? The Havas Arms is popping up at MAD//UpNorth for 48 hours only! Join Havas 26-27 Feb for coffee, craft Beer, British Bubbles, cocktails, and conversation. See you there!
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Rory Sutherland: How a dancing Seal shows the product v marketing imbalance
Mountain Dew’s brilliantly bizarre Super Bowl ad shows the need for distinctiveness and how marketing is sometimes underappreciated.
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Dove, Nike, Google, and, of course, the Philadelphia Eagles win the Super Bowl
The Super Bowl—and its ad extravaganza—took centre stage on Sunday night. Our resident NFL enthusiast, ad expert, and MAD//Fest 2025 speaker, Simon Vincent, weighs in on which commercials scored a touchdown and which ones fumbled at the goal line.
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The Life of a Disruptive Startup Brand: Rook+Knight’s Journey So Far
Starting a fashion brand from scratch isn’t for the faint-hearted. It’s a rollercoaster ride of sleepless nights, relentless problem-solving, and the constant push to stand out in a crowded market. Let’s see how Rook+Knight is trying to break through.
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THE 2025 GUIDE TO FIRST-PARTY DATA: 6 TRENDS MARKETERS NEED TO KNOW
2024 shook up data: Google’s U-turn on third-party cookies, AI’s focus on data quality, and rapid retail media growth made data collaboration essential. What’s next for first-party data in 2025? Let LiveRamp tell you.
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Time for transformation: How Austrian broadcasters change the game for TV advertising and what the UK can learn from it
Think TV ads are stuck in the past? Austria just changed the game—real-time, data-driven ads on the big screen are here.
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Vodafone, Domino’s and Kopparberg - Get The Insider View on Brand Strategies with the SocialMinds Podcast at MAD//UpNorth
As MAD//Up North’s official podcast partner, the SocialMinds podcast is heading to the festival for two jam-packed days of live sessions with the industry’s best and brightest, including Vodafone, Domino’s and Kopparberg.
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Rory Sutherland: My AI Advice? Don't Be Useless
Ogilvy Vice-chair and MAD//Masters co-founder Rory Sutherland shares his tips on how to remain relevant as AI takes hold ahead of a MAD//UpNorth fireside chat with AO World Founder and CEO John Roberts.
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Lucy Beaumont And Dentsu To Host Fireside Chat/Drinks In Female Leaders’ Club
Comedian Lucy Beaumont will be in conversation with Dentsu Creative MD Julie Chadwick on 26 Feb, tackling issues such as comedy in advertising and being a woman in a male-dominated industry.
The 2025 guide to first-party data: 6 trends marketers need to know
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The Future of Digital Advertising: AI, Retail Media, and CTV Take Centre Stage
Digital advertising is evolving fast, with AI, retail media, and CTV leading the charge. As marketers juggle ROI pressures and shifting regulations, these hot topics will take centre stage at DigiAds@MAD//Fest London (July 1-3) as MAD//Fest's new SVP Global Partnerships, Ben Phillips, writes.
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MAD//POD: Lucky Saint's Marketing Director on Breaking Rules and honouring traditions
In the latest edition of the MAD//Pod, Lucky Saint's Marketing Director, Kerttu Inkeroinen, outlines what challenger brand marketing means for Lucky Saint and how to know when to break the rules and when to honour traditions.
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Connecting the marketing world – one business card at a time
In his latest column for MAD//Insight, Richard Robinson, Executive Director of Ingenuity+, bemoans the decline of the business card and urges us all to regularly meet, connect in real life, and be a little bit more Korean (and even a bit more Patrick Bateman!)
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WLTM relevant agencies at MAD//UpNorth?
Ingenuity will be hosting a programme of One2One meetings to connect senior brand marketers and relevant agencies at MAD//UpNorth on 26-27 Feb. Here’s how brands can get involved.
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Naked Wines: Decoding Customer Insights & Unlocking Incremental Growth
Most businesses know customer insight is key, but few dig deep. Tom Boxall, Performance Marketing Manager at Naked Wines, swears by incrementality—his secret weapon for uncovering real growth drivers, in the latest episode of MAD//Fest's partner podcast, Shiny New Object.
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2025: The Year of The Bronaissance
Globally, young men are becoming less progressive, revealing a growing gender divide. Enter the "Bronaissance"—a cultural movement redefining masculinity. Stylus' Annie Corser explains.
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Gary Neville. Lucy Beaumont. Rory Sutherland to speak at MAD//UpNorth
Hard on the heels of our Lucy Beaumont keynote announcement, we can reveal that serial entrepreneur, broadcaster and Man Utd legend Gary Neville is the latest headline speaker to confirm for MAD//UpNorth (26-27 Feb).
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You’re Registered! Here’s How To Get The MAD//UpNorth App (Your Ticket)
Our app is now live and you’ll need it to get into the show, view the agenda and network. Here’s how to download it.
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Gary Neville joins MAD//UpNorth speaker line-up
Neville will appear at MAD//UpNorth as part of a star-studded line-up including Comedian Lucy Beaumont, Ogilvy Vice-chair Rory Sutherland, and AO World Founder and CEO John Roberts.
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Why Retail Media and CTV are 2025’s key “battleground” categories
Hunger Games Competition, Forensic AdTech, consolidation for survival. Are we experiencing a sea change in advertising? Richard Kramer, Arete Research ,lays out his POV and predictions for the year ahead.
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Virgin Media O2, Head of Marketing Performance: The Power of Relationships in a World of Data
In this week's MAD//Insights' partner podcast, Shiny New Object, Virgin Media O2's Head of Marketing Performance & Econometrics, Chris Love, discusses why relationships matter in data driven marketing and how to approach marketing with a sales lens.
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From Resistance to Leadership: Why the UK Must Defend Equity and Inclusion Amid a Global Backlash
In 2025, equity, diversity, and inclusion (EDI) faced major setbacks in the US, with Meta scaling back programmes and the Trump administration eliminating federal initiatives—moves that impact the UK and the global fight for inclusion. Darain Faraz, co-founder, Braver/People Like Us, discusses what the industry's game plan should be.
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Louis Vuitton, Digital & E-commerce Manager: How to Implement a Winning Team Planning Strategy
In the latest episode of our partner podcast Shiny New Object, Priscila Lopez, Digital & E-commerce Manager at Louis Vuitton in Mexico, has an unusual Shiny New Object: a monthly digital preparation for winners.
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Alliance of Independent Agencies joined by Agencynomics & Media Independents to represent over 1,500 agencies
The Alliance today announces that it has brought together the Land of Independents, (a group representing independent media agencies) to create the Alliance of Media Independents and take steps to become the UK’s Largest Independent Agency Community.
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Retail Media - it’s not all about FMCG…
Launched last week, Women in Retail Media (WIRM) aims to unite experts across retail media to foster diversity, inclusion, and growth. WIRM will supports professionals at all career stages—from seasoned experts to newcomers—through collaboration and shared opportunities. Find out more
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Comedian Lucy Beaumont To Share What Sets Us Apart In MAD//UpNorth Keynote
Yorkshire-based comedian, writer and broadcaster Lucy Beaumont will tackle What Sets The North Apart in a MAD//UpNorth keynote on 26 Feb at Manchester’s Factory International venue.
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MAD//Pod: James Kent on how brands show up in gaming
Get immersed in e-sports and gaming with James Kent. He talks to Michaela Hallam, live from Madfest 2024, about how to get the ultimate fan's of games embracing your brand.
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2025: The Year to be Pitch Perfect
In his first MAD//Insight column, Richard Robinson, Executive Director of Ingenuity+, argues that 2025 will be a year of bold marketing decisions and asks whether brands will take the leap into the unknown or play it safe.
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New Year (resolutions): Is this marketing madness or Human madness?
In his latest MAD//Insight column, CMO and Global Head of Condiments for Unilever, Pete Harbour, explores the quirky shift in marketing and human behavior—from December indulgence to January's call for abstinence.
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Creator Economy: If you’re doing this in 2025, you’re on the right track
In her first column for MAD//Insight, Creator Economy and Influencer Consultant, and MAD//Fest speaker, Sedge Beswick, gives us a no BS breakdown of what you *really* need to know within the creator space.
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Mince Pies + Marketing Predictions: AI, AI, and more AI
Founder of Big Black Door and ex Heineken, Arla Foods, and Weetabix marketer, Gareth Turner, on why the AI revolution will not slow down in 2025, why Waitrose is winning the Christmas advert battle, and why Alaska is not for him.
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Church & Dwight, Director of Marketing: Bringing Consumer Truths & Stories to Life
In the latest episode of the Shiny New Object podcast, we sat down with Caitlin Dodd, Director of Marketing in the hair and skin care team at Church & Dwight. Caitlin shared her unique perspective on using data to drive impactful storytelling in marketing campaigns
MAD//POD: BBC Studios - Nurturing the Next Generation of Creative Talent
Helen O'Donnell, Head of Development at Talent Works, BBC Studios, discusses how the media giant is shaping the future of content creation by working with emerging digital talent. From nurturing new voices to navigating the risks of creative innovation
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MAD//POD: Secret Escapes - The Secret of Luxury Travel and the Toothbrush That Tells It All
Ever wondered what was behind the 'Luxury for Less' travel brand? Recorded at MAD//Fest this July, Stephanie Trivass, Head of Brand for Secret Escapes, talks about tone of voice, being bold and toothbrushes.
Mince Pies + Marketing Predictions: Why no one is winning at AI + why humour wins
Vodafone's Brand Director, Maria Koutsoudakis, on why we shouldn't be overwhelmed by AI, why marketers should go for humour in 2025, and why she's off to Costa Rica next summer.
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What we can learn from The Grinch - It’s Not Just About What’s Under the Tree
In his debut column for MAD//Insight, former Virgin Atlantic and Aldermore Bank CMO, and host for MAD//UpNorth, Simon Lloyd, argues that marketers can learn a lot from The Grinch’ and the important role of marketing in creating connection.
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The Marketing Industry’s Pay Disparity Dilemma
The UK marketing industry, celebrated the world over for its creativity and innovation, harbours a troubling little secret: a significant pay gap that disproportionately affects ethnic minorities. Darain Faraz, co-founder, Braver/People Like Us, discusses what the industry's game plan should be.
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MAD//Moments: Roger Wade, Chair, Boxfund - "80% of consumer brands will not exist in 20 years time"
In the latest MAD//Moments interview from this summer’s MAD//Fest, Roger Wade, founder of Boxpark, talks about why ESG is vital for all consumer brands wanting to succeed in the future.
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HP Marketing Director: Data is the key in making good decisions
In the latest episode of our partner podcast Shiny New Object, Luis Antonio Gonzalez Rodriguez, Digital Marketing Director at HP Mexico, believes in the power of in-house marketing analytics teams to delve into the data and put a holistic, effective plan of action together.
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