Better backs Rochdale in Greater Manchester’s biggest cultural celebration of the year

The power of partnership

Through our brand partnerships with Greater Manchester Combined Authority (GMCA), Rochdale Development Agency and Rochdale Borough Council, we’ve spent the last few years helping shape a new future for the borough through pivotal projects such as Atom Valley and Rochdale Creates. Now, as an official Town of Culture sponsor, we’re backing that future with even more belief, commitment and creativity.

Our sponsorship and involvement in the campaign present a unique opportunity for us to connect with like-minded businesses and organisations from across the Greater Manchester region, standing shoulder to shoulder with the people and partners we’ve worked with to promote brand, creativity, and culture as a catalyst. Not a ‘nice to have’, but a real driver of economic, social and civic growth.

Our journey began with Atom Valley, a future-facing brand created to position Rochdale, Oldham and Bury at the forefront of advanced manufacturing and green innovation. But beyond the scale of the project, what struck us was the ambition. The energy. The desire to shift how this part of the North West was seen, not just by investors, but by its own people.

That momentum continued with Rochdale Creates, the cultural brand that puts creativity at the heart of placemaking. Working closely with Rochdale Development Agency, we helped shape a movement designed to unite communities, unlock potential and build pride in place.

That same pioneering spirit runs through The Original Pioneers, a bold new place narrative inspired by Rochdale’s rich heritage and progressive outlook. It’s a story that champions innovation, collaboration and grit while positioning the borough as a serious contender for inward investment and growth.

And with AVECC, we’ve helped define a brand that raises aspirations and connects underrepresented young people to world-class academic opportunities. Because real change starts with access, equity and belief in what’s possible.

Each of these projects shares a common purpose: to redefine Rochdale’s future by building on what’s always made it distinctive: creativity, cooperation, and a relentless quest for progress.

Making an impact

Our Managing Director, Mark Easby, said: “We believe in the power of brand and creativity to make a lasting impact, and Rochdale is proof of that.

“Through the likes of Atom Valley and Rochdale Creates, we’ve supported some of the most ambitious businesses and organisations in the borough, helping them tell their story, attract investment, and build stronger connections with their audiences.

“From engineering and manufacturing, to digital and technology, we understand the sectors shaping Rochdale’s future, and we know how to use brand to turn potential into progress. Town of Culture is the next chapter in that story, and we’re proud to stand behind it.”

Senior Marketing Manager at Rochdale Development Agency, Alison Salas, said: “As the agency of choice, Better has been fundamental in supporting Rochdale and championing Greater Manchester’s biggest cultural celebration of the year. From the beginning, they understood that this was about building belief, shifting perceptions and unlocking potential. It’s truly been transformational.

“We’ve seen first-hand the commercial value that investing in brand can deliver, not just in attracting investment, but in galvanising communities, empowering people, and positioning Rochdale on the regional and national stage.

“The Town of Culture title reflects this, and Better has played a big part in helping us get there. Now, as more of our businesses look to grow and evolve, we believe they too can benefit from this level of strategic brand thinking.”

Powering real progress

Greater Manchester is continuing its journey towards bold, trailblazing growth. But as outlined in GMCA’s latest plans, real progress means looking beyond the city centre. Instead, expanding opportunity into the towns and boroughs that have often been left behind. Rochdale’s Town of Culture moment shows exactly what that future should look like: local, vibrant, collaborative, and confident.

We’re proud to have played a part in shaping Rochdale’s story so far, and we’re even prouder to help write the next chapter. If you’re a business in the region that’s looking to establish, clarify or grow your brand, get in touch.