Unlimited and Pablo land Govt business and trade brief

The Department for Business & Trade has appointed Unlimited and Pablo to be its creative agency partner for its UK business following a pitch which saw the two agencies beat off tough competition from numerous rivals on the Government roster.

Effective immediately, the agency consortium will be responsible for all creative work aimed at getting small and medium enterprises (SMEs) from across the UK to grow by exporting. The current campaign is “Made In the UK. Sold to the World.”

The contract will run for two years, with an option to extend for a further two.

All work will be underpinned by Unlimited’s Human Understanding Lab, which will play a pivotal role in using behavioural and data science to enable the Department for Business & Trade to better understand and communicate with audiences with the potential to export.

This is the latest of many government appointments for Unlimited and Pablo. They were appointed by The Metropolitan Police last in February, adding to a growing portfolio of public sector clients including the Cabinet Office, HMRC, The Department for Science, Innovation & Technology and more.

DBT deputy director of communication and marketing (head of marketing) David Watson said: “We were extremely impressed by the vigour and bright ideas that Unlimited and Pablo showed us at the pitch. I’m certain they will bring fresh creativity to our national challenge of getting Britain exporting, and I’m looking forward to working with their team across all parts of our UK focused business.”

The appointment comes just over a fortnight since Accenture acquired Unlimited to boost its Accenture Song division in a move designed to scale its offerings and unlock greater value from CRM and generative AI.

The Unlimited group, which comprises TMW, Walnut, Health Unlimited and Nelson Bostock is claimed to have deep expertise in behavioural science, customer strategy and CRM activation; the group also includes the Human Understanding Lab and AI-powered digital insights platform LUCA, complementing Accenture Song’s capabilities in data and analytics.