Mindshare, part of WPP, has won the media planning and buying account for Yorkshire Building Society Group, following a successive run of new business wins. The account will be worth an estimated £6 million in billings to Mindshare’s business.
The financial institution, headquartered in Bradford, appointed Mindshare with the aim of driving long-term business growth over the next 5 years and bringing to life its brand positioning as part of its communications planning.
Mindshare’s newly launched DX tool played a crucial role in winning the business and will be used to deliver insights into nuanced decision-making behaviours that will be able to unlock new avenues of business growth and deliver an audience-first brand strategy for Yorkshire Building Society Group.
The business moves from UM, and after a 5 month-long pitching process, Mindshare is now handling the account from August 2019.
David Walsh, Chief Business Officer at Mindshare commented: “We are delighted to be working with Yorkshire Building Society as they have a very clear sense of purpose and put customers at the heart of everything they do. With our focus on audience as the number one client, our vision aligned with the business perfectly, and we’re looking forward to working together on the next stage of Yorkshire Building Society’s brand journey.”
Anna Higgins, Customer Acquisition Manager at Yorkshire Building Society added: “In the complex world of communications, Mindshare’s approach was forward-thinking yet simple, and demonstrated true audience understanding. We’re confident that their values and extensive experience will result in a prosperous and successful partnership.”