MAD//UpNorth stage overview and agenda reveal

And if you’re chomping at the bit and thinking about the sessions you want to attend, we’re pleased to announce that the latest agenda is now LIVE!

Here’s a few highlights to tickle your tastebuds: 

Havas Factory Stage

The action begins on 26 Feb with business titans Rory Sutherland and AO World Founder/CEO John Roberts exploring creativity, innovation, and psychology in business. Iconic northern brands like Co-op, Jaffa Cakes, and Pets at Home will showcase why the region is a hotbed of marketing talent and genius. Adding her unique perspective, Yorkshire comedian and broadcaster Lucy Beaumont will spotlight the cultural zeitgeist of the north and its role in driving creativity and innovation.

Day Two on the Factory Stage kicks off Paddy Power’s Managing Director of Marketing, Michelle Spillane, on how brands can embrace boldness, mischief, and humour to stand out. Northern superbrands like N Brown, Asda, and Freemans Grattan Holdings will also take the stage to reveal what makes them leaders in their fields. Adding a distinctly Mancunian touch to the afternoon, the city’s Night Time Economy Adviser, Sacha Lord, will explore how place, identity, and product come together to build a powerful brand.

Content + Creativity Stage

There is no better way to kick off your day than supercharge it by having Weetabix and this stage is no different as their Marketing Director Lorraine Rothwell tells us what makes them tick. Joining her on the lineup will be iconic global brand Kellanova, whose northern heritage is a key part of its identity in the UK, talking about a new kid on the block and how it is bringing the $1bn Cheez-It brand to life in the UK. Hear how Swedish cider, Kopparberg is powered by Yorkshire marketing and how The Very Group, Gymshark, JD Sports are creating communities and using the best creators to set themselves apart in their crowded sectors. All this will be washed down with real marketing insight from Northumberland brand, Fentimans who have created a real niche with its botanically brewed beverages. 

Media + Tech Stage

AI is no longer the New Shiny Object or part of the future—it's very much ‘here and now’. Vodafone and Diageo will discuss how it’s accelerating production and creativity, while Unilever and the former Tesco CMO will explore whether AI has impacted brand identity. Three influential CMOs from C&C Group, Boots No.7, and Merlin Entertainments will reveal how agencies can how agencies can get pitch perfect. The Global Marketing Director of Yoto, the screen-free audio platform for kids that’s taking the world by storm, will demonstrate how tech and children can work harmoniously (MAD//Fest can vouch for this - our children love their Yotos). And if the above wasn’t enough the Media + Tech stage will tackle why media spend in the North still heads South, what's new in attention marketing, and to cap it off, there will be two exciting brand challenges - where brands and innovation collide, as cool and amazing northern startups provide solutions to real life challenges brands are facing.

Retail Media Stage

The morning kicks off with Now That’s What I Call Retail Media, taking the audience on a musical journey while exploring what sets the industry’s best campaigns apart and the key retail media trends for the year ahead. SMG experts will then delve into how innovation is shaping Retail Media and provide a global perspective on its evolution.

In the afternoon, the focus shifts to brands, with The Very Group, Co-op, Boots, Asda, and The John Lewis Group showcasing how Retail Media is driving brand growth. They’ll reveal how they’re expanding their networks and mastering Retail Media across diverse categories.

The day wraps up just as it began—on a high note—with the SMG Band entertaining the audience with some floor filling hits.