Core disciplines: Creative production, Events, Experiential marketing, Video production

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IAB Digital Upfronts

The brief

The Guardian wanted to improve their presence at the IAB Digital Upfronts by putting digital at the heart of their event to inspire the influential audience and highlight the unique audience insight available to advertisers.

Our solution

The Internet Advertising Bureau (IAB) Digital Upfronts are the premier showcase for the UK digital advertising industry. Every October the UK’s leading content creators and media owners host events over the course of a week to woo advertisers and agencies with their digital offerings.

The Guardian asked Blueprint to help them elevate the quality of their event and put them firmly on the digital agenda for those attending.

It was essential that The Guardian’s ability to reach very specific segments of their audience through a variety of digital channels was clearly understood and we worked with them to ensure this message came through in every aspect of their Upfront.

Blueprint provided a full service solution, with our digital systems team creating content and animated infographics to illustrate the power of The Guardian’s media platforms and show off some new products and features.

We also ran the live event, kicking off with a presentation by The Guardian CEO, David Pemsel, followed by a series of breakout sessions designed to bring the guests closer to the technology and an evening reception to relax and network.

Being a digital event, the subtle use of technology throughout every touchpoint helped to underpin The Guardian’s credibility in the space. From iPad registration to clever, innovative use of digital signage to help guests navigate their way between the various sessions it left a lasting impression on everyone that attended.


“The quality, importance, ambition and scale of The Guardian shone through creating one of the most cohesive commercial narratives I've seen - it really was genuinely exceptional.”

David Pemsel, Chief Executive Officer, The Guardian



300 high profile digital advertising executives attending



24 bespoke digital signage animations



4 animated video info-graphics written, storyboarded and animated


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