Line//Up
What Sets Us Apart: our inaugural MAD//UpNorth theme
Something big is brewing UpNorth. A force in the global marketing and advertising industry to challenge the status quo is taking shape. A booming ecosystem, collaborative business culture + specialisms in areas such as retail, D2C, travel, sport, media/entertainment, content creation, tech + fashion are building strength, scale + expertise to put the north on a global stage.
But as marketers battle to engage consumers, drive growth + adapt to emerging trends, what is it that sets us apart as individuals, businesses + as an industry? How can we be distinctive, daring + different? What are we going to do to win hearts, minds + trust in an increasingly messy marketing + consumer environment?
New for 2025, MAD//UpNorth is here to celebrate the pioneering people, brands + businesses UpNorth who are shaping a thriving, dynamic + cooperative marketing scene across the north.
You'll be inspired by the big brands + disruptors who are making a difference.
You'll discover the innovators who are shaking things up + taking on the household names.
You'll meet the community of movers + shakers who are creating a future that truly sets the north apart.
Stages
150 speakers, 3 stages, 2 days - not a dull panel in sight. Expect a punchy no BS programme of quickfire keynotes, £20k innovation pitches + masterclasses from top CMOs, entrepreneurs + challengers with trademark MAD//Fest panaché. Here’s how our stages line-up:
Big stage action as top brands, founders, agency A-listers + innovators offer inspiration + insight on ‘What sets us apart’ (our ‘25 theme - read all about it here)
Join cutting-edge creatives, content creators, social superstars, media owners, pioneering platforms + creative technologists for the inside-track on how to cut through, influence consumer choices + push the boundaries of what’s possible.
The place to explore the latest media trends, campaigns that turn the dial, and the emerging innovation that’s changing the game.
THEMES + HOT TOPICS
Want to see real brand challenges addressed by the hottest start-ups/scale-ups? Don’t miss our LIVE £20k brand challenges taking place on thematically relevant stages throughout the course of the event!
SPEAKERS
Lucy Beaumont
// Comedian, Writer + Broadcaster
Lucy Beaumont
// Comedian, Writer + Broadcaster
Jessica Myers
// Chief Customer Officer, The Very Group
Jessica Myers
// Chief Customer Officer, The Very Group
Kenyatte Nelson
// Chief Membership & Customer Officer, Co-op
Kenyatte Nelson
// Chief Membership & Customer Officer, Co-op
Jennifer English
// Global Brand Director, Johnnie Walker
Jennifer English
// Global Brand Director, Johnnie Walker
John Roberts
// CEO and Founder, AO World
John Roberts
// CEO and Founder, AO World
Sacha Lord
// Co-Founder, Warehouse Project/Parklife + Night Time Economy Adviser for Greater Manchester
Sacha Lord
// Co-Founder, Warehouse Project/Parklife + Night Time Economy Adviser for Greater Manchester
Michelle Spillane
// Managing Director, Paddy Power
Michelle Spillane
// Managing Director, Paddy Power
Rory Sutherland
// Vice Chairman, Ogilvy UK
Rory Sutherland
// Vice Chairman, Ogilvy UK
Adam Zavalis
// CMO, Asda
Adam Zavalis
// CMO, Asda
Pete Markey
// CMO, Boots
Pete Markey
// CMO, Boots
Aaron Fairweather
// Culture Marketing - Music & Artist Specialist, Redbull
Aaron Fairweather
// Culture Marketing - Music & Artist Specialist, Redbull
Lucy Henderson
// Marketing Director, Irn-Bru
Lucy Henderson
// Marketing Director, Irn-Bru
Sabrina Godden-Tuma
// Global Creative Director, Vodafone
Sabrina Godden-Tuma
// Global Creative Director, Vodafone
Dom Dwight
// Strategy + Innovation Director, Taylors of Harrogate
Dom Dwight
// Strategy + Innovation Director, Taylors of Harrogate
Rachel Kerrone
// Brand and Marketing Director, Starling Bank
Rachel Kerrone
// Brand and Marketing Director, Starling Bank
Sam Walker
// Group Marketing and Creative Director, N Brown
Sam Walker
// Group Marketing and Creative Director, N Brown
Jayne Andrews
// Marketing Director, Fentimans
Jayne Andrews
// Marketing Director, Fentimans
Jemma Haley
// Business Lead - Retail Media + Supplier Insights, John Lewis & Partners
Jemma Haley
// Business Lead - Retail Media + Supplier Insights, John Lewis & Partners
Dean Harris
// Head of Co-op Media Network, Co-op
Dean Harris
// Head of Co-op Media Network, Co-op
Roger Wade
// Founder, Boxpark + Chair, Box Fund
Roger Wade
// Founder, Boxpark + Chair, Box Fund
Nancy Dales
// Brand Manager, Kopparberg
Nancy Dales
// Brand Manager, Kopparberg
Danny Micklethwaite
// CMO, Arla Foods
Danny Micklethwaite
// CMO, Arla Foods
Richard Bowden
// Marketing Director UK + I, Boots No.7
Richard Bowden
// Marketing Director UK + I, Boots No.7
Amanda Jennings (AJ)
// Director of Marketing Communications, Co-op
Amanda Jennings (AJ)
// Director of Marketing Communications, Co-op
Cara Chambers
// CMO, C&C Group
Cara Chambers
// CMO, C&C Group
Lorraine Rothwell
// Marketing Director, Weetabix
Lorraine Rothwell
// Marketing Director, Weetabix
Phil Jackson
// Global Digital Marketing Effectiveness Innovation Director, Haleon
Phil Jackson
// Global Digital Marketing Effectiveness Innovation Director, Haleon
Sherice Anibaba
// Brand Director, Greene King
Sherice Anibaba
// Brand Director, Greene King
Nick Bamber
// Director of Digital, Domino's
Nick Bamber
// Director of Digital, Domino's
Sara Holt
// Group Marketing Director (UK + Europe), Merlin Entertainments
Sara Holt
// Group Marketing Director (UK + Europe), Merlin Entertainments
Zoe Harris
// CMO, On The Beach
Zoe Harris
// CMO, On The Beach
Ben Kaluza
// Content Creator
Ben Kaluza
// Content Creator
Simon Lloyd
// Chief Marketing and Customer Officer, Brand, Digital & AI Transformation, NED + Marketing Week Top 100, Campaign Power 100
Simon Lloyd
// Chief Marketing and Customer Officer, Brand, Digital & AI Transformation, NED + Marketing Week Top 100, Campaign Power 100
Peter Grant
// Head of Media Effectiveness, Boots
Peter Grant
// Head of Media Effectiveness, Boots
Emma Hillary
// Consultant, The Client Relationship Consultancy
Emma Hillary
// Consultant, The Client Relationship Consultancy
Richard Cristofoli
// Chief Customer Officer, Freemans Grattan Holdings
Richard Cristofoli
// Chief Customer Officer, Freemans Grattan Holdings
Rox Nejad
// Brand Director, Autotrader
Rox Nejad
// Brand Director, Autotrader
Jon Kell
// Global Marketing Director, Yoto
Jon Kell
// Global Marketing Director, Yoto
Tom Goulden
// Digital Trading, Insights and Analytics Director, The Very Group
Tom Goulden
// Digital Trading, Insights and Analytics Director, The Very Group
Katie Kinchin-Smith
// Head of Brand, The Very Group
Katie Kinchin-Smith
// Head of Brand, The Very Group
Angela Cameron
// Brand Director, Mars
Angela Cameron
// Brand Director, Mars
Lucy Howdle
// Marketing Innovation Director, Rexona/Sure
Lucy Howdle
// Marketing Innovation Director, Rexona/Sure
Mark Brown
// CMO, Hovis
Mark Brown
// CMO, Hovis
Rui Frias
// Marketing Director, Cheez It, Kellanova
Rui Frias
// Marketing Director, Cheez It, Kellanova
Madeline Shaw
// Marketing Director, Pets At Home
Madeline Shaw
// Marketing Director, Pets At Home
Ian Maybank
// Head of Connections Planning, Media, and Insights, Specsavers
Ian is currently responsible for communications strategy, marketing planning, and consumer insights for Specsavers. He has a had a varied career working for leading brands, creative and media agencies. Ian’s agency career spanned senior client service roles at Grey, RKCR/YR, and Dentsu. Moving brand side 2016 he joined PepsiCo to lead digital and media for their European snack business, before a 2 year stint working in the beverages across Pepsi, 7UP, and Rockstar. In 2019 he was integral to reuniting Walkers Crisps with The Spice Girls.
Sam Dolan
// Founder, Jazz Hands
Sam Dolan
// Founder, Jazz Hands
Christian Stindt
// Marketing Director, Jägermeister
Christian Stindt
// Marketing Director, Jägermeister
Terri Cooper
// Marketing Director, Aqua Pura
Terri Cooper
// Marketing Director, Aqua Pura
Joe Harper
// Global Head of Content, Diageo
Joe Harper
// Global Head of Content, Diageo
DJ Hooky (Peter Hook)
DJ Hooky (Peter Hook)
Oliver Yonchev
// Founder, cocreatd
Oliver Yonchev
// Founder, cocreatd
Nikki Evans Henriques
// Brand Activation Manager, Kellanova, Cheez It
Nikki Evans Henriques
// Brand Activation Manager, Kellanova, Cheez It
Josh Clarkson
// Global Lead - Retail Media, Mars Wrigley
Josh is currently Global Lead – Retail Media at Mars Wrigley, leading on Retail Media acceleration and integration within wider MW media planning. Previously Josh held roles in the US and UK with Lindt & Sprungli, overseeing D2C, Marketplaces, digital content, digital advertising, social and retail media. Josh has also worked in Europe for Kraft Heinz, Ferrero and Red Bull. When he isn’t discussing Media, Marketplaces and Marketing, he’s taking long walks with his dog Toby and wife Hannah, and trying to keep up with the Kansas City Chiefs!
Jennifer Dyne
// General Manager Ice-Cream UK & Ireland, Unilever
Jennifer Dyne
// General Manager Ice-Cream UK & Ireland, Unilever
Ian Maskell
// Founder, P E C O R I N O
With 30 years at Mars and Unilever, Ian Maskell has shaped gloal snack & food brands (Snickers, M&M’s, Dove/Galaxy, Dolmio, Uncle Ben’s, Magnum, Ben & Jerry’s, Cornetto, Wall’s; Pedigree, Whiskas, Royal Canin). Leading Mars China marketing (1997–2006) & spearheading Unilever Ice Cream global marketing (2014–2022). Ian brings a global perspective, navigating cultural nuances across China, SEA, Turkey, Europe, LATAM, and North America. Purpose-driven & experienced in making brands socially responsible and relevant.
Alessandra Bellini
// Former Chief Customer Officer, Tesco + President, Advertising Association
Alessandra Bellini
// Former Chief Customer Officer, Tesco + President, Advertising Association
Steven Seddon
// CMO, Ice Travel Group
Steven Seddon
// CMO, Ice Travel Group
Laura McNally
// Marketing Director, Autotrader
Laura McNally
// Marketing Director, Autotrader
Steve Edwards
// Head of Agency, Tesco Media and Insight Platform
Steve Edwards
// Head of Agency, Tesco Media and Insight Platform
Sedge Beswick
// Content Consultant, Advisor and Founder
Sedge Beswick founded SEEN Connects; Nike, eBay, LVMH Group, Lululemon’s go-to influencer agency before completing her exit in 2023. Before Connects, I worked in-house at Red Bull, Three UK and then ASOS as their first “social” hire leading social, influencer and celebrity teams. Sedge now consults and acts as an advisor for businesses in this space.
Charlotte Geoghegan
// Head of Brand Marketing, Refy
Charlotte Geoghegan
// Head of Brand Marketing, Refy
Calum Watson
// Head of Partnerships, Gymshark
Calum Watson
// Head of Partnerships, Gymshark
Chloe McCullough
// YouTube Lead, JD Sport
Chloe McCullough
// YouTube Lead, JD Sport
John Nellis
// YouTuber
John Nellis
// YouTuber
Alex Emery
// YouTuber
Alex Emery
// YouTuber
Melissa Chapman
// CEO, Jungle Creations
Melissa Chapman
// CEO, Jungle Creations
Welcome to MAD//UpNorth
Chair's Welcome
"Rory Sutherland in conversation with John Roberts, Founder of AO World"
John Roberts
CEO and Founder, AO World
Rory Sutherland
Vice Chairman, Ogilvy
Have you had your Weetabix?
Lorraine Rothwell
Marketing Director, Weetabix
YouTube
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