On the Ground at MAD//North 2026: Our Key Takeaways as Official Talent Partner

For two days at the end of February, Manchester’s creative heart was beating to the rhythm of MAD//North. As the Official Talent Partner, we were on the ground at Aviva Studios, among with the 4,300+ brands, agencies, and creators who gathered to share ideas under the theme of Northern Soul.

From household names to disruptive startups, the future of the industry is being driven by brave ideas and authentic human connection. Here are some of the key themes and standout moments that really caught our attention.

The North Has Found Its Voice

A recurring theme was the unapologetic celebration of Northern identity. Havas London’s CCO, Vicki Maguire, delivered a powerful call to arms, urging the region’s creatives to stop mimicking London and embrace their unique cultural identity as a strategic advantage. This sentiment was echoed across the festival, from Jonathan Warburton sharing the secrets of his family’s 150-year-old Bolton-based bakery to Manchester’s thriving music and media scene.

Storytelling and Community Trump All

We’re now saturated with data and AI, there’s no escaping it, but it was the power of human stories that shone through. We heard from Wrexham AFC’s Chief Business and Communications Officer, Robert Faulkner, who detailed how the Welcome to Wrexham documentary transformed a local football club into a global brand. On the main stage, Gary Neville shared the secrets behind The Overlap’s incredible success, emphasising that its 38 million views are built on the foundation of authentic, unscripted, long-form content that builds a true community.

This focus on community was also central to a fascinating session on herd mentality with ad legend Rory Sutherland. He argued that marketers consistently underestimate the power of social influence. The real magic happens not by shouting at a crowd, but by seeding ideas within connected networks. In recruitment, as in marketing, a trusted referral from a friend will always be more powerful than the biggest ad budget.

Brave Brands Are Winning

Another standout session saw On the Beach’s CMO, Zoe Harris, make a compelling case for polarisation as a brand strategy. She argued that in a crowded market, indifference is a greater threat than criticism. By creating a campaign that some people would actively dislike, the brand forged a much stronger, more memorable connection with its core audience. It was a masterclass in brave, confident marketing that understands its customers on a deep level.

The Human Connection is Still the Killer App

Perhaps the most resonant theme, especially from our perspective as the Official Talent Partner, was the enduring importance of human connection. In The Creators Confessional, a panel of top content creators delivered a simple message to brands. Trust us. They spoke of the value of long-term relationships over transactional gigs and the need for creative freedom over rigid scripts. It was a powerful reminder that whether you’re working with a TikTok star or a new employee, trust, autonomy, and mutual respect are the keys to unlocking their best work.

As we left the festival, the overriding feeling was one of optimism and energy. MAD//North 2026 proved that the creative and marketing industries are brimming with talent, ambition, and a renewed focus on authentic ideas, brave strategies, and the human connections that bring them to life. We can’t wait for Mad//Fest in London in July. We’ll be back once again as the Official Talent Partner.