MAD//North picks ‘Galvanize’ as 2027 theme with Diane Morgan among first speakers

Manchester marketing festival MAD//North has chosen ‘Galvanize’ as the theme for its third edition, with actor and writer Diane Morgan leading the first speakers announced.

The theme urges marketers and the wider industry to break out of rusty old silos, embrace difference and create a more resilient creative ecosystem amid disruption and continuing economic uncertainty.

The festival returns on 10 and 11 March 2027, after selling out in 2026, and will occupy Aviva Studios and venues around the St John’s area of Manchester, with more than 6,000 marketers, brands, agencies and creative businesses expected for two days of ideas, networking and entertainment.

Its sister event, MAD//Fest London, is described by organisers as the UK’s biggest marketing festival. MAD//North aims to celebrate the North as a centre of creativity and innovation and to connect the marketing community with new thinking, partnerships and the people shaping the industry.

Inspired by The Chemical Brothers

The theme takes its name from The Chemical Brothers’ hit ‘Galvanize’, which features Q-Tip. The duo first met as students in Manchester in 1989 before achieving global success.

Organisers said the lyric ‘the time has come to galvanize’ reflects the festival’s call for the industry to act, unite and question the established way of doing things. The 2027 event will look at how businesses can thrive through creativity, collaboration and bold thinking amid rapid change and economic pressure.

They also tied the theme to No10 North, set up in Manchester by Prime Minister Andy Burnham. Burnham appeared on a keynote panel at the inaugural MAD//North in 2025, while he was still Mayor of Greater Manchester. No10 North was created to move decision-making beyond Westminster, and the organisers see it as a sign of the North’s growing role in the UK economy that fits their mission of championing the region’s creative and business talent and its innovation.

Ian Houghton, who co-founded both MAD//North and MAD//Fest, said: “MAD//Fest was born from a simple idea: that bringing the right people together in an inspiring environment can spark the conversations, connections and ideas that move our industry forward. Since launching in London, we’ve built a community that challenges convention and celebrates creativity, and taking that spirit to Manchester was a natural next step.

“‘Galvanize’ captures exactly what we want MAD//North to achieve in 2027: bringing people together across brands, agencies and industries, breaking down silos and harnessing the collective creativity of the North. We want people to leave feeling inspired, connected and ready to make things happen.”

First speakers

Diane Morgan, the actor, writer and director from Farnworth in Greater Manchester, heads the first wave of speakers. A multi-BAFTA and Emmy nominee, she offers a distinctly Northern voice along with a comic perspective recognised around the world, organisers said.

She is joined by Co-op chief membership and customer officer Kenyatta Nelson, Paddy Power marketing director Leah Spears, Spud Bros co-founders Jacob and Harley Nelson, and Northern Monk founder Russell Bisset.

Further speakers and programme details will be announced before the festival.