In the latest MAD//Pod CO-OP Director of Marketing Communications, Amanda Jennings, likens the brand’s venture into live events to being strapped to a rocket and why brands have to go hard or go home.

Amanda 'AJ' Jennings is a legend of the industry. She rebranded the Dome to become the O2 and she led the marketing for London 2012 and the Olympic Games. At this summer’s MAD//Fest she'd just come off the epic task of launching Manchester's Co-op Live.

Jennings told Fresh Air’s Michaela Hallam that she calls herself the "director of sprinkles," hinting at her creative influence on Co-Op's marketing.

Co-Op have pitched their metaphorical tents in the world of festivals. They have an expanding presence at major UK event, including Glastonbury, where they have launched pop-up stores. This initiative offers festival-goers an immersive Co-Op experience. Like MAD//Fest 2024, she champions "being bold and brave." Though Jennings pushes the idea further, describing her work as occasionally "bonkers," capturing the risk-taking, innovative spirit of her projects.

Speaking to Hallam she described the launch of Co-Op Live in Manchester, like being "strapped to a rocket," underscoring the intense energy and rapid pace of the venture.

Listen to the full interview for:

  • Key insights into bold marketing approaches, 
  • Deeper dive into Co-op’s festival activations
  • To get a grasp of the ambitious scope of their recent projects, with Jennings' energetic and candid perspective anchoring the discussion.

LISTEN TO THE MAD//POD WITH CO-OP HERE