New client-powered working group launched to tackle digital marketing challenges

Today, we announced the launch of the UNext: a new client-powered working group that will help tackle digital marketing challenges.

Jess King and Hilary Goldsmith at the U7

Backed and directed by the U7, Unruly’s global client council, the UNext will hold its first event during the Cannes Lions International Festival of Creativity in June.

The new initiative was presented to U7 members at its recent London Summit (18 March) as part of an agenda that included Professor Karen Nelson-Field and News UK’s Rebekah Brooks. The UNext is a series of working groups made up of representatives from Unruly brand and agency partners. Sessions will be structured as a combined education and research experience, taking place in key industry locations such as London, New York, Singapore and Cannes.

“At Unruly we’ve always believed that digital marketing can only get better if all stakeholders are part of the solution. We always wanted the U7 to be a practical
force for change and improvement in the industry, and the UNext is the perfect example of that mission in action”, commented Norm Johnston, Global CEO Unruly.

Topics explored by the UNext will include supply chain transparency, digital identity, brand safety and data privacy. It will also help marketers prepare for specific campaign events such as the Super Bowl or the 2020 Tokyo Olympics. Topics will be directed by the U7, and outputs from UNext groups will be presented at U7 Summit meetings.

Provisional UNext event calendar:

June: Cannes Lions

Topic: Audience and contextual targeting.

This session draws upon a number of research projects we’ve conducted recently with Peter Field and the IPA, and encourages clients to rethink their approach to audience and contextual targeting.

September: London

Topic: Data privacy.

This session explores the potential for using responsible machine intelligence to serve the right ad to the right person at the right time in the right environment, but which respects and protects the privacy of consumers and anonymises insights about individuals. It will explore what clients think of the latest data science techniques that can build meaningful insights about audiences but which still protect privacy.

September: New York

Topic: Supersizing the Super Bowl.

A look at how to make the most of Super Bowl campaign strategy by using historic emotional response data and the latest insight into different ad formats.

November: Singapore

Topic: Think global, act local: Tokyo 2020.

An exploration into how global brands can deploy campaigns in multiple markets using the right mix of formats, audience data and cultural insights.