Day 2 on our main Factory Stage, in partnership with WPP Media, is packed with expert talks on culture, creativity, and connecting with audiences.From brands to sport to media, discover the insights shaping the way people engage today.

Day 2 kicks off with one of Manchester’s favourite sons and someone who is no stranger to MAD//North, as Gary Neville who in conversation with Global will impart their wisdom on how  talent-led, video-first content reaches younger audiences and creates cultural moments at scale. 

Another northern powerhouse, The Very Group, brings serious energy to the stage as its Chief Customer Officer, Jess Myers, dives into the fast-moving world of e-commerce, sharing bold insights, real-world wins, and what it takes to captivate today’s digital customer.

Now what’s better than having one adland legend take to the stage? Having two adland legends take to the stage! Vicki Maguire will give a no-doubt straight shooting keynote on why authenticity matters and that the North has lessons the South really should learn. Rory Sutherland, joined by Herdify, will give MAD//North his annual dose of behavioral science wisdom. 

Currently, flying high in the Premier League, Manchester City and its VP of Partnerships, Jeremy Way, along with Rexona, step on to the MAD//North pitch to talk about that holy grail, (or should that be gold medal?), for teams and brands alike, how to truly connect with audiences. 

Of course this is World Cup year, a time where we collectively get our hopes up and believe ‘it’s coming home’ only to see those hopes dashed faster than a Chris Waddle penalty fly over the bar. It is also a massive opportunity for brands to get global eyes on their products. Broadcaster Mark Pougatch and former Lionness (and Strictly winner) Karen Carney give their opinion of the ‘greatest show on earth’ and how brands can pivot around national moments that the tournament will provide. 

Culture is the space where all brands truly want to be. Get it wrong and you look like a fool, (think of a 40 year old man wearing Hollister), get it right, and success follows. Therefore the TikTok lunchtime special session, Your Guide to Culture in 2026, is a must attend if you want to understand how culture takes shape and how you can engage with it, then this is a must attend! 

Two brands who constantly connect with the cultural zeitgeist are Berghaus and Tennent's. Anyone remember T In The Park? CMO of C & C Group, Cara Chambers, will go deeper into the stories, strategies, and cultural moments that transformed Tennent’s into a brand that doesn’t just reflect Scottish identity, but helps create it. Berghaus VP Brand Marketing, Adam Field will show how they channelled the spirit of Manchester, and legacy of Oasis to turn a national cultural moment into brand magic. 

So, download the app, have a look at the agenda and plan your second day at MAD//North.