AI media planning heading to the UK
Blackwood Seven CEO Carl Erik Kjærsgaard
Danish artificial intelligence media agency Blackwood Seven is to open London offices, signing up Jenny Biggam, Bob Wootton and Nick Fox to its UK board.
The launch is also supported by a deal with the7stars, for which Biggam is co-founder, that will see the two businesses work together on pitches. Blackwood Seven clients will also be able to purchase media across all channels through the7stars.
The UK board of Blackwood Seven will be chaired by CEO and co-founder, Carl Erik Kjærsgaard (pictured). Jenny Biggam, co-founder of the7stars will also join the board as a non-exec director alongside Nick Fox, founding partner at creative agency Atomic London, and Bob Wootton, who stepped down as director of advertising and media at ISBA in January.
Henrik Busch, SVP and co-founder, will be heading up operations in the UK from London.
Blackwood Seven's media platform uses artificial intelligence to predict and optimise results from paid media, calculating in real-time the ideal media execution.
The platform analyses historical sales data and draws in outside data sources such as weather or economic trends to continually optimise the media plan. Marketers are also able to predict the ROI on spending across digital and offline channels.
"The Blackwood Seven media platform uses artificial intelligence to reinforce the transparent model that independent media agencies like the7stars have been championing for some time," said Biggam.
"With this 'refreshed' approach, marketers and media planners no longer need to contend with the secretive nature of our industry that has been the status quo for so many years."
Bob Wootton, now principal of Deconstruction, added: "Blackwood Seven represents a new era for the media industry. For years ISBA and others in the industry have spoken out against the opaque nature of deals in media, but it is technology like this that allows the client to have transparency across their business.
"Blackwood Seven is a truly disruptive force in the media industry, and once brands see its potential, we expect rapid growth across the UK."