It all began in a pub. A group of marketers, tech enthusiasts, start-ups, and media types gathered over a few pints and imagined a new kind of marketing event. Something that didn’t fall asleep halfway through, but was instead packed with no-nonsense, relevant content—a space where inspiration flowed freely and fun was always part of the mix.
Three pints in, MAD//Fest was born. With a little Dutch courage, the decision was made: to quit their jobs and create a marketing and advertising festival that would break all the rules. From humble beginnings in 2018, with just 2,000 attendees, MAD//Fest quickly grew into the UK’s largest and most distinctive marketing event. Over the years, the festival has won numerous innovation awards, delighted clients, and fostered new partnerships, all while surviving a global pandemic and coming back stronger than ever.
When COVID hit, MAD//Fest adapted quickly. They were the first in the industry to return with an in-person event in July 2021, staging the festival in a Shoreditch car park. This event model, born from necessity, evolved into the blueprint for a multi-location summer festival that continues to draw large crowds. As the pandemic continued, MAD//Fest teamed up with industry legend Rory Sutherland to launch MAD//Masters, a hybrid learning experience that brings together marketers, business leaders, and entrepreneurs to leverage behavioural science and creativity to solve business challenges. Although no one from Antarctica has yet completed the course, the programme has cultivated a large, global alumni network.
2024 marked a milestone year for MAD//Fest. The festival hosted its largest event to date at the Truman Brewery, drawing 12,000 attendees across 250,000 square feet of space. Alongside this, the event was acquired by The Ingenuity Group, enabling it to scale its ambitions even further. The acquisition will see MAD//Fest expand beyond London and take its innovative spirit to Manchester in 2025, with a new event, MAD//UpNorth, championing the brands, businesses, and agencies of the North of England.
The inaugural MAD//UpNorth kicked off on 26th February 2025, promising to celebrate the growing marketing scene in the region. As doors opened at Manchester’s Factory International, anticipation was palpable, with delegates queuing down the street, eager to be part of the action. Around 4,000 visitors are expected over the two-day event, including some of the most influential figures in advertising and marketing, who will share insights on the latest media trends, innovations, and regional success stories.
The theme of the event, “What sets us apart,” aims to highlight the unique creative energy and talent of the North. Featuring over 150 speakers, including Ogilvy’s Rory Sutherland, Co-op’s Kenyatte Nelson, and The Very Group’s Jessica Myers, MAD//UpNorth promises to be a dynamic and entertaining gathering. But it’s not all business—attendees will also be treated to appearances from comedian and writer Lucy Beaumont, former Manchester United footballer Gary Neville, and Joy Division/New Order bassist Peter Hook, adding a touch of celebrity flair to the marketing discussions.
For MAD//Fest, the expansion to Manchester is just the beginning of an exciting new chapter. The event continues to break boundaries, proving that a mix of creativity, insights, and a bit of fun can make a marketing festival truly stand out. As the festival makes its mark on the North, it will undoubtedly continue to foster innovation, drive growth, and provide a platform for collaboration across the industry.
As MAD//Fest prepares to take over Manchester in 2025, the message is clear: this is a festival for those who don’t want to sit back and watch—it’s for those who want to be part of shaping the future of marketing. Expect the unexpected, and get ready for a lively, distinctive, and entertaining experience that promises to leave its mark on the marketing world for years to come.
For more information on the upcoming event, and to explore the full line-up of speakers and sessions, be sure to keep an eye on MAD//Fest’s updates and sign up for your chance to be part of this exciting new chapter.
