Unlimited and Pablo scoop DSIT ‘innovation’ business

Michelle DonelanThe Department for Science, Innovation & Technology has appointed Unlimited and Pablo as its creative and strategic agency with a brief to promote the UK as one of the most innovative economies in the world.

The agency duo, which scooped the business following a competitive pitch against other agencies on the Government framework, has been charged with devising “original and innovative activity” that will run domestically and internationally – from brand campaigns through to web design.

DSIT, which is led by Secretary of State for Science, Innovation & Technology Michelle Donelan (pictured), was only established in February 2023 to bring together the relevant parts of the former Department for Business, Energy and Industrial Strategy (BEIS) and the former Department for Digital, Culture, Media & Sport (DCMS).

Its role is to put the UK at the forefront of global scientific and technological advancement; drive innovations that change lives and sustain economic growth; and deliver programmes, infrastructure and regulation to support the British economy, security and public services.

The Science & Technology Framework lays out how the future of the UK depends upon science, innovation and technology to drive a sustainable economy, create well-paid jobs and make full use of societal benefits, such as improved healthcare and environmental protections.

The tech sector is already a trillion-dollar industry, and Britain is home to more than 85,000 start-ups and scale-ups.

The contract, which will run for up to four years, will see TMW Unlimited take the lead on integrated marketing, with Nelson Bostock Unlimited providing PR and tech communication expertise.

Unlimited’s Human Understanding Lab, a collection of behavioural, data and neuroscientists, will underpin the work providing insights and strategic innovation to inform campaign strategy.

This is the latest appointment for Unlimited and Pablo since winning a place on the Government roster in 2021; they also handle activity for The Cabinet Office, HMRC, NS&I, the Ministry of Defence, the ONS and Historic England.

Unlimited president Tim Bonnet said: “Innovation is in our country’s DNA: from Alan Turing to Tim Berners-Lee. Who wouldn’t want to partner with the UK’s most significant new government department in driving our reputation as a science, innovation and technology superpower? The AI Safety Summit at Bletchley Park has certainly set the tone.”

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