Leeds Building Society hires Joint for creative brief

Leeds Building Society has appointed independent agency Joint as its lead creative partner, across both consumer and B2B markets, following a competitive pitch.

Joint will lead on brand development, creative strategy and campaign delivery as Leeds Building Society looks to build awareness, increase consideration and support its wider strategic growth.

Joint’s remit also includes building on the recently launched “It’s better to belong” platform – developed by agency Brave Spark – across all touchpoints.

The appointment follows a pitch process managed by Ingenuity+, with participating agencies taking part in a same-day workshop session.

The pitch process took place in April.

Leeds Building Society is the UK’s fifth-largest building society with assets of £31.6bn and a total membership of over one million.

Head of brand Beccy Dye said: “We chose to ask the agencies participating in the pitch process to take part in a collaborative workshop over the space of a day. In doing so, we were looking to get a real sense of how each team thinks, works, and solves problems in real time.

“Joint demonstrated exceptional strategic thinking, a clear understanding of our brand, and great collaborative energy that stood out from the start.”

Joint managing director Lou Fielding added: “Leeds Building Society is a business with a rock solid purpose and we love the team’s ambition for where the brand can go. Hats off to them and Ingenuity+ for running such a refreshingly different pitch process. Having the chance to show how we think, how we work and how we collaborate in a live workshop was a brilliant experience.”