Manchester's Creative Surge: Northern Soul Turned Up to the max

Andy Garner, MAD//North Champion and with good reason… I love this city. The vibrancy, the swagger, the humour. The people make it. I’ve been an active part of the advertising scene for over 30 years, working with amazing media brands and, more importantly, some brilliant people.

I’m a Board Director for the MPA, the largest industry body of its type in the city with over 2,000 members from more than 90 businesses. We put on some amazing events for our members and collaborate in all sorts of ways. We pride ourselves on involving every corner of our sector; agencies, media owners, PR, production, education and mentoring. The MPA is pretty unique. The market isn’t without its challenges, but we’re a resilient bunch… and we use Manchester grit and swagger to overcome and thrive.​

I see this now more than ever as I connect people to other people. I’m a serial connector if I don’t know, I’ll know someone that does. The city is growing and growing at a rate. Greater Manchester has been the fastest‑growing city region in the UK over the past decade, with average annual growth of around 3.1% since 2015 and an economy now worth roughly £90–110 billion, depending on how you draw the map.

The wider region’s population has surged to about 3 million, up from roughly 2.5 million at the start of the century, while the core city has grown by more than a third since the early 90s and now has close to 580–600,000 residents, no wonder it feels like every spare crane in Britain lives here.​

New transport initiatives, the Bee Network, trams, buses and now rail are stitching together this city region of nearly 3 million people into one connected playground for business and culture, with flat fares and inclusivity at the heart of the model. The city has infrastructure and global appeal, and as I dive across ‘town’ from one ‘high‑powered’ meeting to another, the hustle is loud, the buzz is prevalent.

Manchester’s economy is forecast to grow at around 2.1–2.5% a year between 2024 and 2027, comfortably ahead of the UK average and among the top three fastest‑growing city economies in the country, powered by high‑value jobs in tech, digital, creative and professional services. This is more than a vibe, it’s hard facts and positive data with Manc swagger.​

Whilst there are some immediate challenges, especially if you are or were part of the big groups the opportunity is here… right here in sunny Manchester. Sunny for its personality, its celebration and the fact that it makes no apologies for being MANCHESTER. A £1 billion “Good Growth” fund and a wider investment pipeline of around £10–11 billion are set to deliver thousands of new homes, new commercial space and tens of thousands of new jobs across Greater Manchester in the coming years. Regeneration hotspots from Spinningfields and First Street to Mayfield and Ancoats are the physical proof that this city backs its talk with concrete, glass and ambition.​

MAD//Fest? Nay… MAD//North is on the horizon again, a celebration of the best in the (ad) land: brands (lots of them), agencies of all sizes and media owners galore, with tech and entrepreneurship on show for two days. Can’t wait for it. As I ponder what’s in store for MadNorth, for Manchester and for the North in 2026, the word is simple: opportunity. With a city region that’s outgrowing the UK average, adding people, jobs and cranes by the month, this is the moment to lean in. So, roll those sleeves up and lean in, folks. Northern Soul… turned up to eleven.