Attending the inaugural MAD//UpNorth in Manchester was a full-throttle day. No doubt about it. With powerhouse speakers like Rory Sutherland, Michelle Spillane, and leading brands such as Weetabix, ASDA, and Gymshark, the event was packed with insights. Not to mention supremely good tacos, and even Bez from the Happy Mondays! (No, I’m not twisting your melon, man)
But let’s be honest: navigating the crowds, especially after a 6am train, was a challenge. The atmosphere on arrival was brilliantly buzzy, and with the super cool backdrop of Aviva Studios, I was very glad I’d made the journey. Did I get into all the talks I had planned? No. Did I stumble on a few unexpected gems? Absolutely. And looking back, it’s those moments—the unexpected creative collisions—that stuck with me.
After MAD//UpNorth, I jumped back on my train North with a few takeaways that will stick with me long after. From fresh perspectives on marketing to innovative new strategies, the sessions made the round trip worth it, and I’ll definitely be back in “Manc” next year for part deux. Here’s a quick look at the lessons I picked up from the Havas Factory Stage and Content + Creativity Stage:
First Takeaway: “What separates the good from the best agencies is the relational”
This powerful quote, shared by Emma Hillary, Growth Director at Verity Relationship Intelligence, perfectly encapsulated a masterclass in client services. The session featured an incredible lineup, including Amanda Jennings, Strategic Marketing Director and Sherice Anibaba, Brand Director at Greene King.
Emma Hillary’s research-supported insight, “What separates good agencies from great agencies comes down to the relational,” really struck a chord. It emphasised that building strong relationships, rather than focusing on competition, is the key to outstanding agency performance. This sentiment was echoed throughout the session, as the panel explored how collaboration, not competition, drives growth. Building meaningful relationships with every stakeholder is the secret sauce to success.
Sherice Anibaba shared a brilliant thought, saying “The root of any great relationship is intimacy and trust”. This simple yet powerful statement reinforced the idea that trust and genuine connection are essential in building client relationships. It’s not just nice to have – it’s a strategic necessity in today’s competitive landscape.
Amanda Jennings, an industry icon (tbh, I hung off her every word! What a powerhouse) known for re-energising brands like Co-Op and O2, and for her role in London 2012’s brand and marketing, brought an incredibly insightful perspective. She highlighted the importance of understanding the key stakeholders that matter to your clients. By mapping out and understanding “who they face into”, you position yourself to deliver real value and align priorities to unlock growth.
The session also took an interesting turn when Amanda boldly stated: “I predict the death of the CMO”. This to a few gasps from the audience, as you’d expect! According to Amanda, marketers must move beyond branding and communication to focus on delivering clear commercial returns. This shift in perspective challenges the traditional role of marketing and calls for measurable business impact.
This session was a masterclass in shifting client services from transactional to relational, demonstrating how agencies can drive growth through authentic and deeply engaged client relationships. And brilliantly hosted by Rich McHardy, Founder of McHardy Collective.
Second Takeaway: “If something is truly unique to you, double down on it.”
This powerful quote from Adam Zavalis, Vice President of Marketing at ASDA perfectly captured the essence of ASDA’s marketing transformation. In his session, ‘ASDA: How going back to your roots can plant seeds to succsss’, Zavalis explained how, in a world where brands are often distracted by fleeting trends, the key is to focus on what makes your brand unique. For ASDA, this meant going back to their roots—price.
ASDA is known for its value-driven proposition, and Zavalis stressed that brands shouldn’t dilute their uniqueness. They should amplify it. Reviving their iconic “Rollback” campaign and committing to be “the best value supermarket in the country” is a powerful example. By moving away from short-term price-matching with competitors and focusing on its core identity, ASDA are now reinforcing their value-for-money legacy. (So much so, just a few days ago, they announced cuts of up to 45% on 1,500 ‘family favourite’ products!)
Through 4,000 price cuts and introducing their “ASDA Price” initiative, the groccer is reaffirming its position as a leader in value. The lesson for marketers is clear: when something resonates deeply with your audience—don’t shy away from it. Double down on it. Reinforce it. Amplify it.
In a market that constantly shifts with trends, staying true to your brand’s uniqueness is more than a smart strategy; it’s the key to building long-lasting connections with your audience. ASDA’s consistency and authenticity are a great reminder that sticking to your core values often leads to long-term success.
Third Takeaway: “Codify, codify, codify.”
Nancy Dales, Brand Manager at Kopparberg, shared a key insight that should be on every marketer’s radar: Codify everything. For a brand to stand out, you must solidify and consistently reinforce your identity. This insight was central to Kopparberg’s recent campaign, Drink Responsibly This Summer, which perfectly balanced brand values with fresh, relevant creativity.
At the core of this campaign is Kopparberg’s brand platform, To Firsts That Last. It speaks directly to their target audience – independent, creative thinkers who value authenticity. But to stay relevant, especially among the 23-34 demographic, Kopparberg knew they had to innovate. This age group is heavily influenced by social media and skincare culture, so instead of focusing solely on fun summer vibes, they tapped into an unexpected yet powerful connection – skin care and ageing. Smart.
This isn’t an obvious link, but that’s exactly what makes the campaign brilliant. By connecting skincare with their “sunshine” brand identity, they managed to speak to younger consumers’ concerns while staying true to their roots. The message wasn’t just about responsible drinking; it was about reinforcing their authentic connection with the audience.
The campaign also highlights the power of differentiation. In a world where trends come and go, Kopparberg didn’t chase fleeting fads. Instead, they doubled down on what makes them unique; celebrating firsts and building on what has always set them apart. This is a powerful lesson: when something resonates deeply with your audience, amplify it.
Kopparberg’s approach teaches us the importance of revisiting your Brand DNA. When looking for ways to differentiate, don’t shy away from what’s core to your brand – use it to find fresh ways to connect with your audience. In this case, they used their identity to introduce a socially responsible message that perfectly aligned with their audience’s values.
Codifying your brand’s message ensures that every piece of communication works together to reinforce why others need to try your brand. It creates consistency, clarity, and a unified narrative that evangelises your identity. Kopparberg’s focus on responsible drinking and skincare wasn’t just creative; it reinforced their position as a brand that speaks authentically to its consumers while embracing new conversations and cultural shifts.
The takeaway? Codify your brand’s message, double down on what makes you unique, and always look for creative ways to stay true to your roots while speaking to your audience’s evolving needs.
Big thanks to the organisers of MAD//UpNorth for bringing the event closer to MadeBrave HQ in Glasgow – who knows, maybe Scotland next? Like any major debut event, there were a few bumps along the way, but that’s just par for the course. I’m confident next year’s experience will run more smoothly, with another incredible lineup to make it the must-attend event of the year for creatives up north.
