APS Group at MAD//North 2026

Last week, we joined the industry at MAD//North 2026, a two‑day festival that brought together a brilliant mix of brands, agencies and creatives from across the North of England and beyond. Set in Manchester’s buzzing St John’s creative district, the event had a real sense of shared purpose with open conversations, practical ideas, and an atmosphere that reminded us why collaboration matters so much in our industry.

As part of our membership with the Alliance of Independent Agencies, we pitched up in the Indie Agency Club. People stopped by to chat, catch up, share challenges, and, much to our delight, loved picking up our Northern Soul–inspired tote bags and posters, all illustrated by Enzo from our creative team, in line with the event theme.

Thoughtful Conversations & Useful Insights

Mad//North had a strong focus on ideas that feel practical, grounded and genuinely helpful for marketers navigating 2026. Our Marketing & Agency Director, James Lawton‑Hill, attended several sessions, each offering something valuable to bring back to the team. Highlights included:

• Domino’s sharing how their AI‑driven DomiCam helps ensure quality across selected stores — a simple example of tech being used purposefully.
• Jonathan Warburton reflecting on his personal involvement in the brand’s campaigns, and how storytelling (even with Hollywood talent) only works when it feels authentic.
• Currys showing how sustainability can become an integral part of a campaign strategy without losing sight of commercial goals.
• How Berghaus tapped into Manchester’s cultural energy to capitalise on the Oasis effect
• Tips from Yorkshire Tea around how they use humour and the warmth of their brand to get clear conviction in their messaging
• Morrisons focus on insights in their aisles rather than the boardroom to inspire authentic communications

Reflecting on the event, James said:

“Mad//North had a really open, collaborative feel, celebrating the best of what the North has to offer. The event proved what world-class talent we have in the region, which was evident across the range of sessions delivered throughout the day.”

Evidence of Northern Soul in all parts of the event

A clear theme that came up in a lot of our conversations was that, “teams are being asked to do more with less, and AI is increasingly becoming the tool that helps streamline processes and free up time – but how do you navigate that appropriately? Budgets are tight, and people are looking for smarter ways to optimise without compromising creativity.”

However, there was also a real sense of community, with brands wanting to collaborate, share ideas and explore new ways of working.

Events like Mad//North always give us a chance to pause, listen and learn. A few themes emerged that align closely with how we already partner with clients:

• Creativity grounded in clarity and purpose
• Technology that enhances the work, not overshadows it
• Sustainability is becoming part of everyday decision‑making
• Regional creativity continuing to influence national and global brands

For us, the value lies in bringing these perspectives back into our work: helping clients navigate change, shaping ideas with substance, and staying connected to the conversations shaping marketing today.

If you’d like to talk to us about how we can support your next campaign or project, we’d love to chat.

Take a closer look at our Creative & Content services here