Manchester has undergone a remarkable transformation in the past decade, evolving into a true heavyweight in the creative industries. At the recent Mad Up North show, a panel of industry leaders and local visionaries gathered to discuss how Manchester has harnessed its cultural and creative energy to become an international hub.
Moderated by Kee-Hong Low, Creative Director of Factory International, the panel featured Paul Cooper, COO of EssenceMediacom North; Louis Georgiou, VP Engineering at Agentic Intelligence, Choreograph, WPP; Mike Ingall, Chairman, CEO, and Founder of Allied London; and Andy Burnham, Mayor of Greater Manchester. Together, they explored the factors behind Manchester’s success and its future trajectory as a global creative powerhouse.
The rise of Manchester’s creative economy
Mayor Andy Burnham set the stage by reflecting on the city’s journey. When he returned to Manchester in 1991 as a young graduate, opportunities in the creative industries were scarce. “I sent CV after CV to Granada, the BBC, and everywhere else,” he recalled, only to find that the city’s creative scene was struggling.
The only available job was as an unpaid reporter at the Middleton Guardian. Back then, Manchester’s economic narrative was one of decline, pushing talent to London in search of opportunities.
Today, and the story is entirely different. Over the last decade, Greater Manchester’s economy has grown at an annual rate of nearly 3%, outpacing the UK average. “We’ve been growing faster than London, although there’s still a productivity gap,” Burnham said. The key factors? Greater devolution, long-term strategic planning, and a commitment to culture and enterprise. “Even in tough times, we kept investing in culture and creativity,” he added.
The role of urban regeneration and enterprise
A major force behind Manchester’s evolution has been urban regeneration, spearheaded by figures like Mike Ingall. His work in redeveloping St. John’s and Enterprise City has been crucial in fostering an environment where creative industries thrive. Ingall recalled his early conversations with Sir Howard Bernstein, the legendary city leader, about transforming Manchester’s economy.
“We had a story to tell, and it was about making Manchester a city of enterprise, innovation, and culture.”
Enterprise City has become a vital hub, drawing creative and media businesses into an ecosystem where ideas flourish. “We set out to create a place that would encourage employment and innovation,” Ingall explained. The vision extends far beyond real estate; it’s about cultivating a long-term creative economy that positions Manchester at the heart of the knowledge economy.
A magnet for global talent
Kee-Hong Low’s journey to Manchester underscores the city’s newfound global appeal. Originally from Hong Kong, he moved to the UK to take up his role at Factory International.
“The first time I visited Manchester in 2009 for the International Festival, I saw a city with incredible potential,” he said. Years later, that potential has exploded into reality, attracting talent from across the world. “There’s an energy here that is unmatched,” Low continued. “Young creatives are choosing Manchester over London because they see opportunities to be part of something dynamic and transformative.” This sentiment is backed by data—13,000 young Londoners have relocated to Manchester in the past three years, drawn by the city’s affordability, vibrant cultural scene, and career prospects.
The AI revolution and Manchester’s digital futureThe city’s creative transformation is also being driven by technological innovation. Louis Georgiou, a Manchester native, has been at the forefront of AI development within WPP. “I grew up in Stretford and went to Manchester Met for one of the first digital degree courses in the country. Now, I’m leading AI projects with global reach,” he said.
Two years ago, Georgiou and his team built an AI-powered media tool that started as an internal project but quickly scaled to 11,000 users across 53 countries. “Manchester’s digital and creative industries are booming,” he noted, emphasising that the city’s collaborative spirit and innovative mindset make it an ideal place for AI and tech-driven businesses. “We’re building an AI Centre of Excellence right here at the WPP campus,” he added, highlighting how Manchester is positioning itself as a leader in digital creativity.
The next chapter: Connecting talent to opportunity
Despite its progress, Manchester still faces challenges in ensuring that local talent benefits from the city’s creative boom. “Kids in our boroughs can see the skyscrapers from their windows, but they don’t always see themselves working in them,” Burnham pointed out. To address this, Greater Manchester has launched the “MBacc,” a new technical education initiative designed to provide a viable alternative to university and connect students with industry opportunities.
Through platforms like BeeLine, a project developed by Georgiou’s team, young people can explore real job opportunities in Manchester’s priority sectors, including creative industries and AI.
“We want to make sure every 16-year-old has access to meaningful work placements,” Burnham stated.
The future belongs to Manchester
The panel discussion concluded with a powerful message: Manchester is just getting started.
“This is only chapter one,” Ingall remarked. “The knowledge economy is going to employ a huge number of people in the next 15 years, and Manchester is perfectly positioned to lead the way.”
Burnham reinforced the city’s commitment to progressive values, sustainability, and inclusivity. “We are never going to turn our back on net zero. We will always be a place that champions equality and innovation,” he asserted.
