Mindshare renews NAB’s media agency


Mindshare retained the National Australia Bank (NAB) media account, one of the largest in the financial industry.

The contract provides for the agency to continue to partner with NAB for media planning and buying, including performance media, SEM, social, programmatic, and owned media through full SEO and analytics. medias.

The agency scored several victories in 2021, including the University of Melbourne, Global Marketplace (Click Frenzy, Power Retail and Click Central), Campari, Discovery + and Jenny Craig.

Mindshare has worked closely with NAB for a decade and in recent years has broadened its mandate to include research and social media in 2019, as well as advanced ad analytics and media mix modeling in 2020.

Katie Rigg-Smith, CEO of Mindshare Australasia: “NAB is one of those highly coveted clients because 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 really made to feel like their partner. Then they bring out the best in our people because we can challenge each other, push thinking, and produce great work together.

“We are delighted to be able to take this partnership forward and to continue our momentum.

“We have an incredible team on the company led by our Melbourne Managing Director Chris Solomon who, along with our NAB Client Manager Sylvia Pickering, Company Manager Mark Tzintzis and the extended team, will continue to enable NAB to take full advantage of the best of Mindshare and GroupM’s offerings. We all look forward to the next chapter with NAB.

She says Mindshare has worked with NAB to bring some amazing campaigns to the market. From Story of Progress in 2019, an integrated media approach across segments, to What Is Money For which has helped personify NAB’s support during COVID.

On the product side, Mindshare helped NAB launch Apple Pay and Australia’s first interest-free credit card, StraightUp Card, while also supporting first-time buyers with the First Home Loan Deposit Scheme and SMEs through the Make Ideas campaign. More.

Thomas Dobson, Head of Operations, Planning and Partnerships at NAB: “Mindshare has shown real agility during our partnership. They are constantly able to evolve with the needs of our campaign activity and, more importantly, to align with the more strategic long-term goals that we set for ourselves.

“The ethics within the Mindshare team are inclusive, proactive and innovative. They take pride in the results we achieve together and their commitment to responsiveness is modeled on the CEO model. We are convinced that we can further strengthen our partnership.

NAB is one of AFL’s valued partners and Mindshare has worked closely with NAB to develop this partnership and launch campaigns including the Mini Legends which have become a part of AFL and community culture at wider.

Throughout COVID, Mindshare has been a proud partner in helping NAB launch various support campaigns for homeowners and small businesses and of course the most recent NAB JAB campaign. The September 2021 JAB campaign changed the NAB logo to JAB on TV, digital and sponsorship assets, as part of the bank’s efforts to drive adoption of Covid-19 vaccinations in Australia and support consumers and small businesses. companies.

The partnership between NAB and Mindshare extends beyond the media. NAB runs one of the industry’s most advanced and sustainable ad technology setups and multimedia performance matrix, led by Charlotte Bannister, National Head of Ad Technology at Mindshare and Bhanu Singh, Head of Biddable, as well as a complete analytical modeling suite via GroupM Advanced. Center of Excellence in Analytics led by Dr Juan Franco, Director of Analysis and National Head of Planning and Analysis at Mindshare Sally Hellyer. This provides NAB with the best understanding of the effect media has on their business and how to get the most out of every advertising dollar.

Earlier this year, Mindshare unveiled its new global positioning Good Growth, which promotes sustainable, diversified and more sustainable growth for brands.

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