IG Group, the UK-based financial services firm offering online trading and investment products with a market capitalisation of £3.4bn, has appointed Medialab as part of plans to build brand awareness and consideration, while broadening its reach to a wider pool of UK investors.
The agency will be responsible for all UK media planning and buying for IG’s brand repositioning, with all offline and digital channels driving brand health growth. The agency will work alongside IG’s in-house digital performance team.
IG says it selected Medialab because of the agency’s ability to drive data-driven brand and performance outcomes alongside bold, disruptive and creative media.
The agency’s proprietary operating system, Apollo, which is built to organise multi-source marketing data, will provide IG with real-time visibility into the performance of its campaigns across all media channels.
The previous incumbent agency on the account is understood to have been the account MG OMD.
Founded in 1974, IG has been one of the pioneers in online trading and spread betting, providing access to a wide range of financial markets.
It offers clients access to various trading instruments, including forex, indices, commodities, shares, ETFs, and cryptocurrencies, and through IG Smart Portfolios, the company offers a low-cost, diversified investment service where portfolios are built using asset allocation insights from BlackRock.
IG head of brand, campaigns and communications Katie Bend said: “Medialab perfectly showcased the agility, creativity, and impact we were looking for during the pitch process. Their Apollo platform was a real standout differentiator, and we’re really excited to team up with them as we transform IG’s brand to connect with wider audiences.”
Medialab executive director Steve Parker added: “IG is a business with significant ambition and a desire for marketing to build emotional engagement and connection with audiences through bold, disruptive media.
“Our culture of marketing effectiveness is brilliantly suited to giving IG the confidence and clarity around the impact and value of marketing.”
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