MAD//North, the annual marketing festival, has unveiled ‘Galvanize’ as the theme for its third year. The theme calls on marketers and the wider industry to break free from rusty old silos, embrace difference and build a more resilient creative ecosystem in the face of disruption and ongoing economic uncertainty.
Following a sold-out festival in 2026, MAD//North returns bigger than ever on Wednesday 10 and Thursday 11 March 2027. It will take over Aviva Studios and venues across the wider St John’s area, bringing together more than 6,000 influential marketers, brands, agencies and creative businesses for two days of ideas, inspiration, networking and entertainment. The countdown begins with a launch event at WPP, St John’s, on Wednesday 18 November.
MAD//North is the northern sister event of MAD//Fest London, the UK’s biggest marketing festival. It celebrates the North’s position as a powerhouse of creativity and innovation, connecting the marketing community with fresh thinking, new partnerships and the people and organisations shaping the industry’s future.
The theme takes inspiration from ‘Galvanize’, the hit single by The Chemical Brothers featuring Q-Tip. The electronic duo met at university in Manchester in 1989 and went on to achieve global success. The song’s famous lyric, ‘the time has come to galvanize’, reinforces the festival’s call for the industry to take action, come together and challenge established ways of working. At a time of rapid change and economic pressure, MAD//North 2027 will explore how collaboration, creativity and bold thinking can help businesses thrive.
The North’s growing influence is also reflected in the creation of No10 North in Manchester by Prime Minister Andy Burnham, who appeared as a keynote panellist at the first MAD//North in 2025 when he was Mayor of Greater Manchester. No10 North was established to shift decision-making beyond Westminster. It is a powerful symbol of the North’s increasing role in shaping the UK’s economic future, and that shift aligns with MAD//North’s mission to champion the region’s creativity, innovation and business talent.
Ian Houghton, co-founder of MAD//North and MAD//Fest, said: “MAD//Fest was born from a simple idea: that bringing the right people together in an inspiring environment can spark the conversations, connections and ideas that move our industry forward. Since launching in London, we’ve built a community that challenges convention and celebrates creativity, and taking that spirit to Manchester was a natural next step.
“‘Galvanize’ captures exactly what we want MAD//North to achieve in 2027: bringing people together across brands, agencies and industries, breaking down silos and harnessing the collective creativity of the North. We want people to leave feeling inspired, connected and ready to make things happen.”
Leading the first wave of MAD//North 2027 speakers is Diane Morgan, the multi-BAFTA-nominated and Emmy-nominated actor, writer and director from Farnworth, Greater Manchester. Diane brings a distinctly Northern voice and a globally recognised comedic perspective to the line-up. That makes her a fitting choice to celebrate the region’s creative talent, originality and influence on the national cultural landscape.
Joining Diane in the first speaker announcement are Kenyatta Nelson Chief Membership & Customer Officer at Co-op; Leah Spears Marketing Director at Paddy Power, Jacob and Harley Nelson co-founders of Spud Bros, and Russell Bisset founder of Northern Monk. More speakers and programme details will be announced in the run-up to the festival.
MAD//North 2027 takes place on Wednesday 10 and Thursday 11 March 2027 at Aviva Studios and across St John’s, Manchester.
Tickets are available at MAD//North registration.
