DSIT appoints UNLIMITED & Pablo to creative and strategic agency role


Following a competitive pitch against other agencies on the Government framework, the Department for Science, Innovation and Technology, DSIT, has appointed UNLIMITED & Pablo to be its lead creative and strategic agency partner.

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.

DSIT brief

UNLIMITED’s role will be to lead on campaign strategy and creative, supporting DSIT’s mission to “make the UK one of the most

innovative economies in the world and cement ourselves as a Science and Technology Superpower by 2030″, as set out in its Science and Technology Framework. The work will be wide-ranging; from brand campaigns through to web design.

Original and innovative campaigns will run domestically and internationally across advertising and through low- and no-cost activities.

DSIT is a brand new government department, 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 and 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 contract, which will run for up to four years, will see UNLIMITED’s integrated agency, 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 & Pablo since being appointed to the Government roster in 2021. Others include The Cabinet Office, HMRC, NS&I, the Ministry of Defence, the ONS and Historic England.

Tim Bonnet, President, UNLIMITED, 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.”