Informing the UK’s digital horizons


The former Government backed Technology Strategy Board, now Innovate UK, promotes innovation in technology across a range of UK sectors including the creative industries which has a GVA of £76.9bn, employs 1.7m people and generates £146,000 every minute for the UK economy.

Following the publishing of its Creative Industries Strategy, which set out those areas where the TSB believed public interventions will bring the greatest economic benefit to the sector which was facing rapid technological change, we were challenged with engaging the creative industries to garner feedback.


It was essential that we maximise engagement in the Strategy utilising communication platforms that would resonate with the audience. This led the team develop an online, interactive industry debate involving a panel of key influencers. The live Q&A session saw authors of the Strategy and panel members, including industry leaders Fred Bolza from Sony BMG, Rory Sutherland of Ogilvy Group & IPA chair and Julie Meyer of Ariadne Capital, answer questions posted before and during the event via Twitter which were streamed live via bespoke campaign pages. The debate was also recorded and edited for download and posted on YouTube and LinkedIn.

A series of eshot invites were issued to target audiences and PR was conducted in the run up to the session to raise awareness and build registrant numbers. Debate on the day also provided content for further media relations and feature pieces on the strategy itself.


  • 440 attended the online event
  • Post event interaction and online content was reviewed by an audience of over 6,000
  • 1,200 downloads of the edited debate footage
  • Over 50 pieces on media coverage secured creating 17.3m Opportunities to See with coverage spanned the Daily Telegraph, the Independent on Sunday, the Sunday Times and the Financial Times as well as key trade titles such as PR Week, Creative Review, The Drum, Music Week, Edge, Web Designer, The Bookseller, Pro Sound News and Cream.



440 attendees1,200 downloads50 pieces of coverage