Mindshare reappointed NAB's media agency

Chris Pash
By Chris Pash | 19 October 2021

Mindshare has retained the National Australia Bank (NAB) media account, one of the biggest in the financial sector. 

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

The agency has had multiple wins in 2021 including University of Melbourne, Global Marketplace (Click Frenzy, Power Retail and Click Central), Campari and Jenny Craig.

Mindshare has worked closely with NAB for a decade, and in recent years has expanded its remit to include search and social in 2019, and advanced advertising analytics and media mix modelling in 2020.

Mindshare Australasia CEO Katie Rigg-Smith: “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 truly made to feel like their partner. Subsequently they bring out the best in our people because we can challenge each other, push the thinking, and produce great work together.

"We are so thrilled to get to take this partnership forward and continue to build upon the momentum we have.

“We have an amazing team on the business led by our Melbourne MD Chris Solomon, who along with our NAB Client Lead Sylvia Pickering, Enterprise Lead Mark Tzintzis, and the broader team will continue to enable NAB to take full advantage of the very best on offer from Mindshare and GroupM. All of us are looking forward to the next chapter with NAB.”

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

On the product side, Mindshare helped NAB launch Apple Pay and Australia’s first no interest credit card, StraightUp Card, while also supporting first home buyers with the First Home Loan Deposit Scheme and SMEs through the Make Ideas More campaign.

NAB’s Executive Operations, Planning & Partnerships, Thomas Dobson: “Mindshare have demonstrated real agility over the course of our partnership. They are consistently able to evolve with the needs of our campaign activity and more importantly, align with the more strategic longer-term goals we set.

"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 role modelled from the CEO down. We are confident that we can strengthen our partnership further.”

NAB is one of the AFL’s valued partners and Mindshare has worked closely with NAB to grow this partnership and launch campaigns including the Mini Legends that has become a part of AFL and broader community culture.

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 JAB September 2021 campaign changed the NAB logo to JAB across TV, digital and sponsorship assets, as part of the bank’s efforts to drive uptake of Covid-19 vaccinations in Australia and support consumers and small businesses.

The partnership between NAB and Mindshare extends beyond media. NAB runs one of the most advanced and future-proofed ad tech setups and performance media matrix within the industry, led by Mindshare National Head of Ad-tech Charlotte Bannister and Biddable Lead Bhanu Singh, and a complete suite of analytics modelling via the GroupM Advanced Analytics Centre of Excellence led by Dr Juan Franco Chief Analytics Officer and National Head of Planning and Analytics at Mindshare Sally Hellyer. This provides NAB with the clearest understanding of the effect of media is having on their business and how to get the most out of each advertising dollar.

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

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