WPP’s GroupM agency, Mindshare, has retained the Big Four financial institution, the National Australia Bank (NAB) media account, extending the partnership in place since 2012.
Mindshare has been rebranded for its existing all-inclusive media planning and buying account, which covers performance, SEM, social, programmatic media, owned media via SEO and comprehensive media analytics. The decision to stay with Mindshare comes after NAB swapped Clemenger BBDO Melbourne for fellow Omnicom creative house TBWA earlier this year.
Mindshare added advanced advertising analytics and mixed media modeling to its remit last year, also adding search and social media in 2019.
NAB Mini-Legends
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Executive of operations, planning and partnerships at NAB, Thomas Dobson said that Mindshare “has shown real agility throughout our partnership”.
“They are constantly able to evolve with the needs of our campaign business and, more importantly, align with the more strategic, long-term goals we set for ourselves,” Dobson said. “The ethos within the Mindshare team is inclusive, proactive and innovative. They take pride in the results we achieve together and their commitment to responsiveness is modeled from the CEO down. We are confident that we can further strengthen our partnership.
Katie Rigg-Smith, CEO of Mindshare Australasia, added: “NAB is one of those highly sought after clients as they are a great group of people to work with. They are smart, passionate, sophisticated in their approach and treat their agencies with respect. We are truly made to feel like their partner. Afterwards, they bring out the best in our people because we can challenge each other, push the thinking and produce great work together. We are excited to be able to move this partnership forward and continue to build on the momentum we have.
Katie Rigg Smith
“We have an incredible team in the business led by our Melbourne MD, Chris Solomon, who together with our NAB Client Manager Sylvia Pickering, Corporate Manager Mark Tzintzis and the extended team will continue to enable NAB to pull taking full advantage of the best on offer from Mindshare and GroupM. We are all looking forward to the next chapter with NAB.
According to Nielsen Ad Intel estimates, Australia’s big four banks (CBA, NAB, ANZ and Westpac) spent around $117 million over the past 12 months. NAB was reported this month by Nielsen as one of the top five ad spenders in the home lending category.
NAB moved its creative account across the city this year, ending a 15-year relationship with Clemenger BBDO Melbourne and moving to TBWA Melbourne, just months after the latter lost the creative mission to ANZ. Creative work during this period focused on NAB’s close partnership with the AFL, with work such as the Mini Legends series, which Mindshare also helped launch.
Mindshare and NAB campaigns include From Story To Progress, as well as What Is Money For, an initiative in support of NAB during COVID. It also allowed the agency to help NAB launch Apple Pay and the Make Ideas More campaign, for first-time home buyers.
Last month, NAB changed its logo to JAB as part of a larger campaign for vaccination. JAB has been implemented as a logo on television, digital and sponsorship assets.
Mindshare unveiled its new global positioning this year, Good Growth, as Rigg-Smith told Mumbrella that “growth must come while being sustainable for the business and aligning with both the values of the company and on the individual values of consumers”.
This year, Mindshare won a number of new cases including the University of Melbourne, Jenny Craig and Click Frenzy.
