Company:Blackwood Seven

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Short description: Danish software company


Blackwood Seven is a cloud-based martech company that provides AI-driven marketing analytics and media optimization platform called HamiltonAI. The platform aims to accurately and rapidly track, optimize, and forecast marketing investments across all media channels.

History

Origin

Blackwood Seven was founded in 2013, in Copenhagen, Denmark, by Carl Erik Kjærsgaard, Henrik Hasselbalck Busch and Thomas Bertelsen. SEED Capital and Vælsfonden were the very first investors that funded Blackwood Seven's further development.[1]

Acquisition and divestment

In 2015 Blackwood Seven entered a German market and opened its first office in München by acquiring Booming.[2] The same year it received further investment from Væksfonden, Sunstone Capital and Conor Venture Partners.[3]

In June 2016, Blackwood Seven continued its growth by acquiring an independent media agency, Two Nil, in the US.[4] At the time, Two Nil had an impressive client list that included Dollar Shave Club, Blue Apron, Wix and Zillow.[5] This further growth in the US was reinforced by more funding received in August 2016 from JOLT Capital, Sunstone Capital, Conor Venture Partners and The Danish Growth Fund.[6]

In October 2016, Blackwood Seven first publicized plans to introduce an office in UK, but it was not official until June 2017.[7] The same year in December, the firm has shut its operation due to corporate restructuring.[8]

June 2019, Blackwood Seven partnered with a One Small Step agency in Melbourne, Australia.[9]

In 2019 Blackwood Seven decided to focus entirely on the software industry and divested its media agency branch.[10]

Services and software

Controversy

In 2013, the media industry lacked transparency and relied on gut feeling to make decisions rather than data based insights. The relationship between traditional media agencies and marketers could not be more strained. There were significant concerns regarding agencies not being honest about how much money they make from marketers.[11] Carl, Henrik and Thomas stated that they found a new type of media agency that used predictive analytics and artificial intelligence to help clients optimize their media spend.[12]. At the time Blackwood Seven caused a stir with its disruptive media offering, first gaining a large part of the German digital budget from Volkswagen[13], later launching a business in the US.[14] Unlike traditional media agencies, marketers only had to pay a monthly SaaS fee to use the platform.[15]

Present offering

Blackwood Seven offers an AI-driven Marketing Mix Modeling platform called Hamilton AI.[16] Blackwood Seven provides access to a holistic measurement platform that delivers commercial insights and optimal media recommendations. Blackwood Seven uses AI powered technology to develop client-specific models and combines this with human interpretation.[17]

Reception

Blackwood Seven was on a danish shortlist 2018 for the best AI/Machine Learning startup[18] and was named as one of Copenhagen Startups to watch in 2021[19].

References

  1. ↑ . https://www.cph-ink.dk/seed-capital-invests-in-blackwood-seven-the-world/. 
  2. ↑ "Platformen Blackwood Seven kan erstatte mennesker". 4 June 2015. https://trendsonline.dk/2015/06/04/platformen-blackwood-seven-kan-erstatte-mennesker/. 
  3. ↑ "Blackwood Seven receives investment and continues to challenge ad industry". Arctic Startup. June 11, 2015. https://arcticstartup.com/blackwood-seven-receives-investment-and-continues-to-challenge-ad-industry/. 
  4. ↑ "Blackwood Seven steigt in den US-Markt ein". Horizont. June 13, 2016. https://www.horizont.net/agenturen/nachrichten/uebernahme-von-Two-Nil-Blackwood-Seven-steigt-in-den-US-Markt-ein-140735. 
  5. ↑ "A Danish media agency that uses AI to make all its ad spend decisions is coming to the US to steal clients from the big holding companies". Business Insider. Jun 15, 2016. https://www.businessinsider.com/blackwood-seven-launches-in-the-us-2016-6?r=US&IR=T. 
  6. ↑ "A Danish media agency that uses AI to make all its ad spend decisions is coming to the US to steal clients from the big holding companies". Business Insider. https://www.businessinsider.com/blackwood-seven-launches-in-the-us-2016-6?r=US&IR. 
  7. ↑ "Blackwood Seven shuts UK office only months after opening". Campaign. December 5, 2017. https://www.campaignlive.co.uk/article/blackwood-seven-shuts-uk-office-months-opening/1452000. 
  8. ↑ "Blackwood Seven closes London office as it goes all in with AI offering". The Drum. December 5, 2017. https://www.thedrum.com/news/2017/12/05/blackwood-seven-closes-london-office-it-goes-all-with-ai-offering. 
  9. ↑ "Predictive media platform Blackwood Seven launches in Australia". Mumbrella. June 26, 2019. https://mumbrella.com.au/predictive-media-platform-blackwood-seven-launches-in-australia-585834. 
  10. ↑ "Densou acquired the Danish media operations of Blackwood Seven". Nordic. May 22, 2019. https://nordic9.com/news/densou-acquired-the-danish-media-operations-of-blackwood-seven-news1610170511/. 
  11. ↑ "A Danish startup that threatens to disrupt traditional media agencies is coming to the UK". The Drum. August 30, 2016. https://www.thedrum.com/news/2016/08/30/danish-startup-threatens-disrupt-traditional-media-agencies-coming-uk. 
  12. ↑ "Blackwood Seven shuts UK office only months after opening". Campaign. December 5, 2017. https://www.campaignlive.co.uk/article/blackwood-seven-shuts-uk-office-months-opening/1452000. 
  13. ↑ "Newcomer kommt bei Volkswagen zum Zug". Horizont. February 17, 2016. https://www.horizont.net/agenturen/nachrichten/Blackwood-Seven-Newcomer-kommt-bei-Volkswagen-zum-Zug-138809. 
  14. ↑ "A Danish startup that threatens to disrupt traditional media agencies is coming to the UK". The Drum. August 30, 2016. https://www.thedrum.com/news/2016/08/30/danish-startup-threatens-disrupt-traditional-media-agencies-coming-uk. 
  15. ↑ "Meet Blackwood Seven, the AI platform giving media agencies sleepless nights". MMG. September 28, 2016. http://www.mandmglobal.com/meet-blackwood-seven-the-ai-platform-giving-media-agencies-sleepless-nights/. 
  16. ↑ "Error: no |title= specified when using {{Cite web}}". https://blackwoodseven.com/. 
  17. ↑ "AI-driven Unified Marketing Measurement Models". https://blackwoodseven.com/ai-driven-unified-marketing-measurement-models/. 
  18. ↑ "Danish Shortlist 2018". https://nordicstartupawards.com/season-2018/danish-shortlist-2018. 
  19. ↑ "111 Best Copenhagen Startups to Watch in 2021 | Seedtable". https://www.seedtable.com/startups-copenhagen. 


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