February Flashback: MAD//North 2025 Highlights: Media & Tech Stage
8 September 2025
Can’t wait until February 2026 for MAD//North? Get your fix of our highlights from across both days of the event this year by re-visiting some of our top sessions across all stages, with the Media & Tech stage up first to kick things off. From spotlighting innovation, to diving into media campaigns which made an impact, this stage was packed with insights. We’ve selected three standout sessions below:
Day 1, 26 February, 2025: How To Build A Super Human Brand
Talking to a packed Manchester audience, Dom Dwight, Strategy & Innovation Director at Taylors of Harrogate spoke about the growth and strength of the Yorkshire Tea brand in relation to a declining market. By focusing on the human element, as well keeping consistency within brand messaging across TV ads in particular, check out the full keynote below to discover these key insights and more!
Day 2, 27 February, 2025: Creativity & AI
Kicking off the content for Day 2, Sabrina Godden, Global Creative Director at Vodafone dived into what AI means for creativity and how you can best leverage it whilst still maintaining a human touch within the creative process. AI brings fantastic developments to the table, including being a powerful tool for both workflows and efficiency, but the need for human creativity to guide and utilise it should not be forgotten.
Day 2, 27 February, 2025: Turning attention hype into impact at scale
Speaking on the final day of the event, this session focused on the power of attention metrics and measurement, and using these to test and learn to ultimately significantly engage with consumers to drive growth. By critically assessing attention across platforms and markets and adapting media plans accordingly, Phil Jackson, Global Digital Marketing Effectiveness Director at Haleon shares his insights from the process across a three year period, and the business impact so far.
