Marketing in the Northern Powerhouse: Strategies for Success 

Has it really been over a month since the CIM North West’s Marketing in the Northern Powerhouse: Strategies for Success event?

Time has flown since more than 150 marketers from across the region gathered at Bruntwood SciTech’s Circle Square in Manchester for a day of connection, creativity, and collaboration at the inaugural CIM North West Conference on 25 September 2025.

Hosted by CIM North West Committee and proudly supported by Bruntwood SciTech, Allwag Promotions and JBC Skills Training Ltd, the event set a new benchmark for regional marketing gatherings, shining a light on the innovation, energy, and talent that make the North such a powerful force in our industry.

If there was one word that captured the spirit of the day, it was connection — the golden thread running through every keynote, panel, and conversation.

People, Place, and Professional Community

The day opened with Jack Maher (Bruntwood SciTech) reminding us of the vital connection between people and place, while Jemma Burgess-Taylor ACIM CMktr (CIM) explored the strength found in our professional networks and the importance of community to our growth as marketers.

That spirit of shared purpose continued as founders Sandy Lindsay MBE (Tangerine) and Marcel de Matas MBE (SEDA) shared how their success was built on connecting with people who shared their values and complemented their skills, a reminder that collaboration fuels creativity. Whilst Paula Goddard (SEDA) shared the impact of marketing in their company’s success.

From Broadcast to Brand: Stories That Stick

In the broadcast media panel Sharon Furey (Sky), Mike Liall MIPA (ITV), Tom Mulcrow (Seal Films), and Danny Thompson (Freedom Media Group) reminded us of the enduring trust that traditional media still commands. Amid the noise of today’s digital landscape, families and communities are still connecting through shared viewing experiences that deliver measurable ROI. New products and innovative ways of working have levelled the playing field making TV advertising more accessible and cost effective for brands of all sizes.

Brand experts Wayne Jones OBE (Improbus Consultancy), David O’Hearns (Dawn), and Claire Dickinson (Clekt) highlighted that a strong brand goes far beyond logos and visual identity, even in niche B2B sectors, brand remains a vital differentiator. They emphasised that identity and values together create brand and the workforce plays a central role in bringing that to life.  “A logo on a uniform means nothing,” one panellist noted, “if the people wearing it don’t feel part of the story.” Ultimately, a company’s brand is defined by what it means to its people as much as by how it’s perceived externally.

Breakout Highlights: From the Boardroom to B Corps

The afternoon breakout sessions were equally energising and deeply practical:

• Mercè Cozens (Think Beyond) led Speaking the Board’s Language: Building Strategic Influence Through Smarter Marketing Metrics, helping marketers move from being seen as a cost centre to a driver of strategic growth. Her clear frameworks for aligning with the board and communicating impact drew some of the day’s most positive feedback: “Yours was the best marketing session I’ve been to in a long time.”
• Margaret Quinn (Social) and Dr Ange Garden (Liverpool John Moores University) explored how B Corp certification and nature-based approaches connect purpose with practice showing that responsible marketing is a system, not a slogan.
• Dawn Paine and Valerie Bounds (Aurora) delivered a high-energy session on People-Powered Brands, calling for more authenticity, emotion, and cultural awareness in brand storytelling. Their “Glow-Up” philosophy showed how aligning brand and HR can turn employees into a company’s most powerful ambassadors.
• Dr Amr Al Khateeb and Dr Rajab Ghandour (Liverpool John Moores University) explored Navigating Consumer Behaviour in the Age of AI, examining the ethical, emotional, and behavioural shifts that automation brings. They emphasised that marketers must act as ethical leaders in how these technologies are applied and we can’t wait for legislation to tell us what responsible use looks like. With a formal AI Ethics Act yet to be established in the UK, their message was clear, it’s up to marketers to lead by example.

The Big AI Secret

The closing keynote speaker Polly Barnfield OBE (Maybe*) shared findings from The Big AI Secret: What 1,000 Marketers Told Us About AI. Her message was both reassuring and challenging, while many marketers are still experimenting in isolation, the real opportunity lies in learning together.  Polly reframed AI as a team mate rather than a competitor, a crew  of “digital interns” freeing marketers to focus on creativity and strategy, Polly delivered a hopeful vision of tech and humanity working hand in hand.

Connection in Every Conversation

Between sessions, the networking breaks were buzzing with energy. Attendees were meeting in person for the first time, reconnecting with old colleagues, swapping insights and LinkedIn contacts. Most were delighted to have such a high quality event right here in the North and there’s clearly an appetite for more – something that CIMNW Committee (an all volunteer team of marketing professionals) is keen to make happen.   

There was a strong sense from the education sector that engagement with industry is more important than ever. Lecturers and education leaders were eager to explore opportunities for collaboration, knowledge exchange and practical insights, highlighting a real appetite for closer connections between colleges and universities and the world of work.

If you want to revisit what the speakers shared, their presentations can be found on our Padlet – please check it out (CIMNW Conference 2025). You can keep the conversation going there or by joining our LinkedIn community (CIM North of England LinkedIn group).