
Line//Up
What Sets Us Apart: our inaugural MAD//UpNorth theme
Something big is brewing UpNorth. A force in the global marketing and advertising industry to challenge the status quo is taking shape. A booming ecosystem, collaborative business culture + specialisms in areas such as retail, D2C, travel, sport, media/entertainment, content creation, tech + fashion are building strength, scale + expertise to put the north on a global stage.
But as marketers battle to engage consumers, drive growth + adapt to emerging trends, what is it that sets us apart as individuals, businesses + as an industry? How can we be distinctive, daring + different? What are we going to do to win hearts, minds + trust in an increasingly messy marketing + consumer environment?
New for 2025, MAD//UpNorth is here to celebrate the pioneering people, brands + businesses UpNorth who are shaping a thriving, dynamic + cooperative marketing scene across the north.
You'll be inspired by the big brands + disruptors who are making a difference.
You'll discover the innovators who are shaking things up + taking on the household names.
You'll meet the community of movers + shakers who are creating a future that truly sets the north apart.
Stages
150 speakers, 3 stages, 2 days - not a dull panel in sight. Expect a punchy no BS programme of quickfire keynotes, £20k innovation pitches + masterclasses from top CMOs, entrepreneurs + challengers with trademark MAD//Fest panaché. Here’s how our stages line-up:

Big stage action as top brands, founders, agency A-listers + innovators offer inspiration + insight on ‘What sets us apart’ (our ‘25 theme - read all about it here)

The place to explore the latest media trends, campaigns that turn the dial, and the emerging innovation that’s changing the game.

Retail Media is booming! With brands rapidly developing their own Retail Media Networks, this stage on 26th February, in partnership with connected commerce pioneers SMG, will reveal the latest trends and future of Retail Media.

Join cutting-edge creatives, content creators, social superstars, media owners, pioneering platforms + creative technologists for the inside-track on how to cut through, influence consumer choices + push the boundaries of what’s possible.

Open to all genders, the Female Leaders’ Club UpNorth is a must if you want to meet female leaders, learn from the experiences of women in our industry, and find out how the most progressive businesses are simultaneously supporting the development of female employees + driving positive change.

It’s time for the Newsworks Speakeasy to hit the road and join MAD//UpNorth. From vintage fashion shows and delicious food + drink tasters to incisive panels on politics, sport, wellbeing + relationships, we’re offering a glimpse at what makes news brands so important to millions of readers + advertisers alike.
THEMES + HOT TOPICS

Want to see real brand challenges addressed by the hottest start-ups/scale-ups? Don’t miss our LIVE £20k brand challenges taking place on thematically relevant stages throughout the course of the event!
SPEAKERS

Lucy Beaumont
// Comedian, Writer + Broadcaster
Lucy Beaumont
// Comedian, Writer + Broadcaster

Gary Neville
// Serial Entrepreneur + Broadcaster
Gary Neville is a former professional footballer is regarded as one of the best Premier League full backs of his generation and integral part of the heralded Manchester United Class of ‘92 and England national team. Only four players have played more games for Manchester United in the club’s history than Gary’s 602 appearances. Gary boasts eight Premier League winners’ medals, two European Cups, three FA Cups, two League Cups, three Community Shields, one Intercontinental Cup and one FIFA Club World Cup. United’s captain from 2005 until this retirement in 2011.
Since his retirement in 2011, Gary has seamlessly transitioned into the world of sports media, and is highly regarded as one of the UK football’s most influential voices as a commentator, pundit and analyst, receiving multiple awards for his broadcasting on Sky Sports and for his podcast, The Overlap.
Beyond the world of football, Gary’s relentless approach to life and work, the reason behind naming of his investment business, Relentless, has seen him build a hugely successful business portfolio. The drive to go again has been the key factor in his seamless transition to the creation of his own production company, University, hospitality business and one of the largest property developments in Manchester City Centre.
Most recently, Gary starred as a special guest on BBC One’s Dragons Den and released a Sunday Times Best-Seller, ‘The People’s Game: How to Save Football’



Kenyatte Nelson
// Chief Membership & Customer Officer, Co-op
Kenyatte Nelson
// Chief Membership & Customer Officer, Co-op



John Roberts
// CEO and Founder, AO World
John Roberts
// CEO and Founder, AO World


Sacha Lord
// Co-Founder, Warehouse Project/Parklife + Night Time Economy Adviser for Greater Manchester
Sacha Lord
// Co-Founder, Warehouse Project/Parklife + Night Time Economy Adviser for Greater Manchester



Michelle Spillane
// Managing Director, Paddy Power
Michelle Spillane
// Managing Director, Paddy Power



Rory Sutherland
// Vice Chairman, Ogilvy UK
Rory Sutherland
// Vice Chairman, Ogilvy UK



Adam Zavalis
// CMO, Asda
Adam Zavalis
// CMO, Asda


Pete Markey
// CMO, Boots
Pete Markey
// CMO, Boots



Aaron Fairweather
// Culture Marketing - Music & Artist Specialist, Redbull
Aaron Fairweather
// Culture Marketing - Music & Artist Specialist, Redbull



Lucy Henderson
// Marketing Director, Irn-Bru
Lucy Henderson
// Marketing Director, Irn-Bru



Sabrina Godden-Tuma
// Global Creative Director, Vodafone
Sabrina Godden-Tuma
// Global Creative Director, Vodafone



Dom Dwight
// Strategy + Innovation Director, Taylors of Harrogate
Dom Dwight
// Strategy + Innovation Director, Taylors of Harrogate



Rachel Kerrone
// Brand and Marketing Director, Starling Bank
Rachel Kerrone
// Brand and Marketing Director, Starling Bank



Sam Walker
// Group Marketing and Creative Director, N Brown
Sam Walker
// Group Marketing and Creative Director, N Brown



Jayne Andrews
// Marketing Director, Fentimans
Jayne Andrews
// Marketing Director, Fentimans



Jemma Haley
// Business Lead - Retail Media + Supplier Insights, John Lewis & Partners
Jemma Haley
// Business Lead - Retail Media + Supplier Insights, John Lewis & Partners



Dean Harris
// Head of Co-op Media Network, Co-op
Dean Harris
// Head of Co-op Media Network, Co-op



Roger Wade
// Founder, Boxpark + Chair, Box Fund
Roger Wade
// Founder, Boxpark + Chair, Box Fund



Nancy Dales
// Brand Manager, Kopparberg
Nancy Dales
// Brand Manager, Kopparberg



Danny Micklethwaite
// CMO, Arla Foods
Danny Micklethwaite
// CMO, Arla Foods



Richard Bowden
// Marketing Director UK + I, Boots No.7
Richard Bowden
// Marketing Director UK + I, Boots No.7



Amanda Jennings (AJ)
// Director of Marketing Communications, Co-op
Amanda Jennings (AJ)
// Director of Marketing Communications, Co-op



Cara Chambers
// CMO, C&C Group
Cara Chambers
// CMO, C&C Group



Lorraine Rothwell
// Marketing Director, Weetabix
Lorraine Rothwell
// Marketing Director, Weetabix



Phil Jackson
// Global Digital Marketing Effectiveness Innovation Director, Haleon
Phil Jackson
// Global Digital Marketing Effectiveness Innovation Director, Haleon



Sherice Anibaba
// Brand Director, Greene King
Sherice Anibaba
// Brand Director, Greene King



Nick Bamber
// Director of Digital, Domino's
Nick Bamber
// Director of Digital, Domino's



Sara Holt
// Group Marketing Director (UK + Europe), Merlin Entertainments
Sara Holt
// Group Marketing Director (UK + Europe), Merlin Entertainments



Zoe Harris
// CMO, On The Beach
Zoe Harris
// CMO, On The Beach


Ben Kaluza
// Content Creator
Ben Kaluza
// Content Creator


Simon Lloyd
// Chief Marketing and Customer Officer, Brand, Digital & AI Transformation, NED + Marketing Week Top 100, Campaign Power 100
Simon Lloyd
// Chief Marketing and Customer Officer, Brand, Digital & AI Transformation, NED + Marketing Week Top 100, Campaign Power 100



Peter Grant
// Head of Media Effectiveness, Boots
Peter Grant
// Head of Media Effectiveness, Boots



Emma Hillary
// Consultant, The Client Relationship Consultancy
Emma Hillary
// Consultant, The Client Relationship Consultancy



Richard Cristofoli
// Chief Customer Officer, Freemans Grattan Holdings
Richard Cristofoli
// Chief Customer Officer, Freemans Grattan Holdings



Rox Nejad
// Brand Director, Autotrader
Rox Nejad
// Brand Director, Autotrader



Jon Kell
// Global Marketing Director, Yoto
Jon Kell
// Global Marketing Director, Yoto



Tom Goulden
// Digital Trading, Insights and Analytics Director, The Very Group
Tom Goulden
// Digital Trading, Insights and Analytics Director, The Very Group



Katie Kinchin-Smith
// Head of Brand, The Very Group
Katie Kinchin-Smith
// Head of Brand, The Very Group


Angela Cameron
// Brand Director, Mars
Angela Cameron
// Brand Director, Mars


Lucy Howdle
// Marketing Innovation Director, Rexona/Sure
Lucy Howdle
// Marketing Innovation Director, Rexona/Sure



Mark Brown
// CMO, Hovis
Mark Brown
// CMO, Hovis



Rui Frias
// Marketing Director, Cheez It, Kellanova
Rui Frias
// Marketing Director, Cheez It, Kellanova



Madeline Shaw
// Marketing Director, Pets At Home
Madeline Shaw
// Marketing Director, Pets At Home

Ian Maybank
// Head of Connections Planning, Media, and Insights, Specsavers
Ian is currently responsible for communications strategy, marketing planning, and consumer insights for Specsavers. He has a had a varied career working for leading brands, creative and media agencies. Ian’s agency career spanned senior client service roles at Grey, RKCR/YR, and Dentsu. Moving brand side 2016 he joined PepsiCo to lead digital and media for their European snack business, before a 2 year stint working in the beverages across Pepsi, 7UP, and Rockstar. In 2019 he was integral to reuniting Walkers Crisps with The Spice Girls.


Sam Dolan
// Founder, Jazz Hands
Sam Dolan
// Founder, Jazz Hands



Christian Stindt
// Marketing Director, Jägermeister
Christian Stindt
// Marketing Director, Jägermeister


Terri Cooper
// Marketing Director, Aqua Pura
Terri Cooper
// Marketing Director, Aqua Pura


Joe Harper
// Global Head of Content, Diageo
Joe Harper
// Global Head of Content, Diageo



Oliver Yonchev
// Founder, cocreatd
Oliver Yonchev
// Founder, cocreatd



Nikki Evans Henriques
// Brand Activation Manager, Kellanova, Cheez It
Nikki Evans Henriques
// Brand Activation Manager, Kellanova, Cheez It

Josh Clarkson
// Global Lead - Retail Media, Mars Wrigley
Josh is currently Global Lead – Retail Media at Mars Wrigley, leading on Retail Media acceleration and integration within wider MW media planning. Previously Josh held roles in the US and UK with Lindt & Sprungli, overseeing D2C, Marketplaces, digital content, digital advertising, social and retail media. Josh has also worked in Europe for Kraft Heinz, Ferrero and Red Bull. When he isn’t discussing Media, Marketplaces and Marketing, he’s taking long walks with his dog Toby and wife Hannah, and trying to keep up with the Kansas City Chiefs!



Jennifer Dyne
// General Manager Ice-Cream UK & Ireland, Unilever
Jennifer Dyne
// General Manager Ice-Cream UK & Ireland, Unilever

Ian Maskell
// Founder, P E C O R I N O
With 30 years at Mars and Unilever, Ian Maskell has shaped gloal snack & food brands (Snickers, M&M’s, Dove/Galaxy, Dolmio, Uncle Ben’s, Magnum, Ben & Jerry’s, Cornetto, Wall’s; Pedigree, Whiskas, Royal Canin). Leading Mars China marketing (1997–2006) & spearheading Unilever Ice Cream global marketing (2014–2022). Ian brings a global perspective, navigating cultural nuances across China, SEA, Turkey, Europe, LATAM, and North America. Purpose-driven & experienced in making brands socially responsible and relevant.



Alessandra Bellini
// Former Chief Customer Officer, Tesco + President, Advertising Association
Alessandra Bellini
// Former Chief Customer Officer, Tesco + President, Advertising Association



Steven Seddon
// CMO, Ice Travel Group
Steven Seddon
// CMO, Ice Travel Group



Laura McNally
// Marketing Director, Autotrader
Laura McNally
// Marketing Director, Autotrader



Steve Edwards
// Head of Agency, Tesco Media and Insight Platform
Steve Edwards
// Head of Agency, Tesco Media and Insight Platform

Sedge Beswick
// Content Consultant, Advisor and Founder
Sedge Beswick founded SEEN Connects; Nike, eBay, LVMH Group, Lululemon’s go-to influencer agency before completing her exit in 2023. Before Connects, I worked in-house at Red Bull, Three UK and then ASOS as their first “social” hire leading social, influencer and celebrity teams. Sedge now consults and acts as an advisor for businesses in this space.



Charlotte Geoghegan
// Head of Brand Marketing, Refy
Charlotte Geoghegan
// Head of Brand Marketing, Refy


Calum Watson
// Head of Partnerships, Gymshark
Calum Watson
// Head of Partnerships, Gymshark



Chloe McCullough
// YouTube Lead, JD Sport
Chloe McCullough
// YouTube Lead, JD Sport


John Nellis
// YouTuber
John Nellis
// YouTuber


Alex Emery
// YouTuber
Alex Emery
// YouTuber



Melissa Chapman
// CEO, Jungle Creations
Melissa Chapman
// CEO, Jungle Creations

Welcome to MAD//UpNorth
Chair's Welcome
Rory Sutherland in conversation with John Roberts, Founder of AO World
John Roberts
CEO and Founder, AO World
Rory Sutherland
Vice Chairman, Ogilvy
Welcome by stage host
YouTube
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