MAD//North, the northern edition of the award-winning MAD//Fest, will return to Aviva Studios, Manchester (home of Factory International), on Wednesday 25 and Thursday 26 February 2026.
Following the success of its inaugural event in February 2025, the festival will once again bring together the brightest minds in marketing, technology, creativity and culture for two days of game-changing ideas, bold discussions and standout innovation.
Inspired by the spirit of Northern Soul, this year’s theme celebrates the North’s independent mindset and long history of world-class creativity. From Wigan to Whitley Bay, that spirit continues to drive some of the most exciting developments in UK and global marketing. MAD//North 2026 will explore how this distinctive northern energy is shaping the future of the industry and redefining what great work can be.
Ian Houghton, MAD//Fest co-founder, said: “Northern Soul isn’t just a theme. It’s a way of thinking that has powered some of the most original and culturally relevant ideas in business and creativity. MAD//North is about shining a light on that energy and giving the North the world-class stage it deserves.”
“The response to our first Manchester festival was incredible, and 2026 will be even bigger, bolder and more ambitious, as we will be expanding across the entire Aviva Studios, as well as other spaces, including The Trading Route, and Caravan, within Manchester’s vibrant St John’s creative district. This opportunity to increase space and capacity will streamline visitor logistics, making registration faster, movement between spaces easier, and the overall experience smoother and more efficient for attendees.”
One of the highlights of MAD//North 2026 will be a special session on Oasis, exploring how the band’s enduring cultural impact continues to influence brands, audiences and the creative industries. The session will examine how marketers have tapped into the band’s legacy to shape modern storytelling, connect with fans, and create work that resonates deeply across generations.
Five stages across two days:
Factory Stage. Wed 25 & Thurs 26 February The main stage, with a capacity of 1,100, will host headline speakers including leading CMOs, CEOs and founders reflecting on the 2026 theme of Northern Soul.
Media and Tech. Wed 25 February Covering media investment, digital advertising, AI, effectiveness, CTV, performance and data-driven decision-making.
Social and Discovery Commerce. Wed 25 February Exploring the explosive growth of social commerce and how brands can cut through in a space used by more than half the world’s population.
Retail Media. Thurs 26 February Sessions will cover commerce media, measurement, creative strategy, customer experience, monetisation and building scalable networks.
Content, Culture and Creativity. Thurs 26 February Celebrating the North’s creative influence and cultural heritage, this stage will showcase groundbreaking campaigns, innovative storytelling and the work that sets the North apart on a global stage.
Selected speakers and sessions:
– Jonathan Warburton, Chairman of Warburtons, will open the festival by sharing insights from the company’s 150-year story.
– Manchester City and Rexona will explore the next era of fan engagement through global sport partnerships.
– The Oasis Effect: How Berghaus tapped Manchester culture to spark a social conversation, featuring Adam Field, VP Brand Marketing at Berghaus, and Jolyon Varley, co-founder of OK COOL, on how they created the biggest day of summer rooted in humour, individuality and Manchester culture.
Further speakers and full programme details will be announced in the coming weeks. MAD//North 2026 is expected to be the biggest gathering of its kind in the region, uniting marketers, innovators and creatives for two days of inspiration, provocation and real-world insight.
Tickets are available now, with an exclusive 20% discount when registering via the MAD//Fest website:Simply enter the code REDALERT at checkout to redeem the discount.
For more details, visit the website here
Factory International/Aviva Studios: Water St, Manchester M3 4JQ
