Getting Creative at MAD//UpNorth

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Our team spent a MAD few days getting the latest on Creative and Content from the best in the biz.

At MAD//UpNorth, the message was loud and clear: creative without purpose is just noise. Across almost every session, speakers emphasised that content and creative must align directly with a brand’s core purpose to stay authentic, unique, and meaningful. Ange Cameron from Mars Petcare described purpose as the "red thread" that should run through everything a brand produces. Without it, even the most eye-catching creative risks feeling empty.

Here are our key takeaways from the event:

1. Purpose is the Red Thread

Creative that doesn’t connect to a brand’s purpose loses its edge. The ‘red thread’ ensures that all content, from social posts to TV ads, is consistent and meaningful. If your creative doesn’t reflect why your brand exists, it won’t resonate - no matter how clever or beautiful it is.

2. Experiment on Social - But Stay Grounded

Several speakers encouraged brands to treat social media as a testing ground. With so many exciting developments on social, it’s easy to chase trends and explore new audiences. But as Lorraine Rothwell from Weetabix cautioned, brands need to be careful not to alienate their core audience. “Never forget or neglect your heartland.” Experiment, but always tie it back to the brand’s core purpose and audience.

3. Authenticity Over Imitation

Brands on social are trying too hard to be Ryanair or Aldi - chasing viral moments instead of crafting their own identity. To avoid the ‘corporate cringe’ and ‘hi bestie’ clutter, brands need to find their own voice. Not every brand is naturally funny - and that’s fine, it doesn’t need to be funny to be memorable. Authenticity wins over mimicry every time.

4. ATL is Not Social Content

One of the most repeated warnings: ATL. Assets. Should. Never. Be. Used. On. Social. At least, not without reformatting. What works in a polished campaign won’t translate to the fast-paced, conversational nature of social. Adapt content for the platform - or risk getting ignored.

5. Community Requires Effort

Community isn’t built by accident. To grow a loyal following, brands need to actively invite people in. That means engaging with your audience, starting conversations, and making them feel like part of the brand’s journey. A strong community doesn’t just happen - it’s built through consistent effort and connection.

6. Be Unmissable

Cheez-It’s UK launch in August 2024 is a masterclass in brand awareness. By January 2025, they’d achieved 47% brand awareness - and it wasn’t just down to their massive budget. They tracked a "day in the life" of their customer and made sure they were visible at every touchpoint. Strategic ad placement and media coverage made them physically and mentally unmissable to over 30 million people. The lesson? Budget helps, but strategy seals the deal.

7. Find and Own a Cultural Moment

Very’s influencer strategy is rooted in ‘hun culture’ - and it’s working. By positioning Alison Hammond as their "Very Godmother" at Christmas, they tapped into a cultural movement their audience already loves. The result? A campaign that feels natural, relatable, and highly engaging. Finding a cultural niche that aligns with your audience - and going all-in - can give your brand a huge edge.

The Key Learning

Purpose isn’t a marketing buzzword - it’s the backbone of every successful brand strategy. From creative experimentation to influencer partnerships, every touchpoint should lead back to that core purpose. Stay authentic, stay strategic - and remember the red thread.

Let's create content that resonates - contact us for a purpose-driven approach.