From two-and-a-half-hour queues to complaints about the WiFi, MAD//FEST certainly created an impression at its inaugural two-day MAD//UpNorth event at Manchester’s Aviva Studios.
The sell-out marketing and advertising festival was billed as bringing together iconic brands, disruptors, agencies, content creators and big-name speakers including Gary Neville and AO founder John Roberts.
However problems with the ticketing, WiFi and the huge number of attendees sparked angry feedback from disgruntled delegates.
Simon Bollon, founder and director of Boutique, described it as an “absolute sh*t show” and “basically queues… it’s laughable” while Jordan Stachini, founder of co&co, said there were so many people packed into Aviva Studios “it felt like my nan’s front room”.
At one point organisers took to LinkedIn to apologise – and suggest people come back after lunch.
“Apologies, we’re currently working on fixing a ticketing issue and are experiencing long queues,” MAD//FEST said in a statement. “It might be preferable to try after lunch.”
Attendees say the situation improved on day two, but many took to social media to vent their feelings.
Stachini said: “I wanted to love it. I can’t think of another creative industry event that would bring that amount of Northern talent together like that. It was like we were all there.
“But for me MAD//FEST was more a great lesson in bad event management.
“There were too many people in the gaff. Aviva Studios is massive… but it felt like my nan’s front room with all those people in it.
“It was like being trapped in a constant game of musical chairs. There deffo needed to be more places to just get your laptop out, take a call, have a chat, eat.
“If you’re holding a business event, in the middle of the week, during the day, then you best make sure your Wi-Fi can hold its own, so people can get online to check emails, respond to messages, post about your event. Oh, and use the bloody app that you made everyone download to get in.”
Laura Watkins, head of operations at Revive.Digital, wrote from the queue: “If we aren’t going to be let in, can someone come and tell us?
“It’s freezing and we’ve been queuing now for 2.5 hours.”
Dez Calton, MD at Optimyzd, said he had “wasted” two and a half hours on his rail journey and hotel, adding: “I waited and waited outside. Everyone is leaving, saying it’s chaos inside… ridiculous.”
Chris Jennions, vice president of marketing at Liverpool FC, said he had high hopes for the event, given its location and agenda. “The organisation was awful and I left in the afternoon,” he reflected. “Large events are hard to organise, but this was verging on shambolic.”
Elliot Morrow, director of Bon Creative, said it was “such a disappointing event that had tons of potential”.
“Way, way, way over capacity… staff seemingly weren’t prepared for that many people,” he wrote. “The app was not really accessible without the internet (WiFi wasn’t working).
“Poor use of the space with zero calm areas to chat/network. Food trucks placed right by the exit so that anyone queuing basically blocked anyone leaving, and vice versa.
“No idea how any of the organisers thought this would go well.”
Jemma Volp-Fletcher, head of brand strategy, campaigns and innovations at Together, summed up: “Sadly I left after two hours in the queue… not one festival representative spoke to us proactively and even when we asked what was happening, they had no idea what was going on.
“Completely understand teething probs, tech issues etc – but speak to your audience! App announcements are too little, too late… we needed people and courtesy.”
However Jennifer Ambrose, head of creative at CAVU, painted a more positive picture of the event.
“MAD//UpNorth was a great experience, especially seeing so many familiar faces.
“Some of my key takeaways: “Get up close and personal: Understanding your audience up close and personal and staying true to them over anyone else’s agenda is crucial, as highlighted by many yesterday.
“Define your brand: Clearly defining what you stand for as a brand and embedding it into everything the business does will ensure longevity and engagement.
“Consistent messaging: a truly joined-up message and experience across all touchpoints builds a strong relationship with your audience. Done well with a clear message, it can stand the test of time rather than constantly changing.”
Rachel Leamon, marketing manager at Found., added: “This week’s MAD UpNorth was an experience: full of energy, insights, and chaos!”
BusinessCloud have contacted the organisers of MAD//UpNorth for direct comment.
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