Mindshare Retains NAB Business

GroupM agency Mindshare has retained National Australia Bank (NAB), extending its partnership as the bank’s media agency partner.

The new contract will see Mindshare continue to partner with NAB across all aspects of media planning and buying, including performance media, SEM, social, programmatic, owned media through SEO and full media analytics.

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.

NAB’s executive operations, planning and partnerships, Thomas Dobson, said: “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.”

Over the past decade Mindshare have worked with NAB to launch some amazing campaigns to market. From Story of Progress in 2019 where we implemented 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 is one of the AFL’s valued partners and Mindshare has worked closely with NAB to grow this partnership and launch campaigns including the much-loved 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.

Mindshare Australasia CEO Katie Rigg-Smith, added: “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.”

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.

Following a multitude of wins in 2021 for Mindshare including University of Melbourne, Global Marketplace (Click Frenzy, Power Retail and Click Central), Campari and Jenny Craig, the good growth continues.

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