MAD//North has unveiled Northern Soul as the theme for its 2026 festival, which will take place on 25-26 February in Manchester at Aviva Studios and Versa Studios.

The theme celebrates the North of England’s heritage as a creative powerhouse and its reputation for doing things differently. Just as the Northern Soul movement redefined music culture, today’s agencies and brands across the region are shaping global marketing with bold, unconventional work that stands out on the world stage.

MAD//North's eye catching 2026 logo!

Spanning two days, the festival will bring together senior marketers, creators, and innovators from across industries including media, entertainment, sport, AI, and technology. From Wigan to Warrington to Wakefield to Whitley Bay, brands and agencies of different shapes and sizes continue to push the boundaries of what’s possible, producing unconformist, distinctive + head-turning work for an international audience. MAD//North promises to spotlight the North’s dynamic role within the UK and international marketing landscape. 

“Northern Soul is about more than a music genre—it’s a mindset,” said Dan Brain, MAD//Fest and MAD//North Co-founder. “The North has always danced to the beat of its own drum, producing ideas, innovation and creativity that inspire audiences worldwide. With MAD//North 2026, we want to celebrate that independent spirit while creating a platform for the industry’s brightest minds to shape what comes next.”

Scott McVittie, Executive Commercial Director, Factory International, said: “We’re thrilled that MAD//North will return to Aviva Studios in 2026. It’s just the sort of event and the kind of audience we love to host here. It complements our creative and cultural programme, from world-class performances and music to the business of the creative industries. 

“Alongside our neighbours at Versa Studios, it becomes a real Manchester moment and a creative and inspiring environment for the marketing, brand, and advertising industry. We can’t wait to see the campus vision of MAD//North come to life across the venue and the wider St John’s area.”

Victoria Braddock, Managing Director, Marketing Manchester, also added: “Greater Manchester is recognised as one of Europe’s largest creative and marketing clusters, home to some of the world’s best agencies and media brands, as well as a constantly evolving cultural sector. We’re delighted therefore, that MAD//North is returning to Manchester for its second year, anchoring itself in St John’s and set to welcome thousands of the best creative minds from across the country.”

If you are interested in speaking at MAD//North, please contact Elena or if you are keen to sponsor then contact Dulcie