Yorkshire Building Society Group, the organisation which also owns Chelsea Building Society and Norwich & Peterborough Building Society, has handed its £6m media planning and buying account to Mindshare following a five-month pitch process.
The agency succeeds UM Birmingham and will take over the business in August. It has been briefed to drive business growth over the next five years and bring to life the group’s brand positioning, currently handled by Red Brick Road (pictured).
Mindshare’s new audience-first customer analytics tool, DX, which was launched in March, is said to have played a crucial role in winning the business.
It will be used to deliver insights into “nuanced decision-making behaviours” that it is hoped will be able to unlock new avenues of business growth and deliver an audience-first brand strategy for the group.
YBS Group customer acquisition manager Anna Higgins praised Mindshare’s “forward-thinking yet simple approach”, explaining that the agency demonstrated true audience understanding. She added: “We’re confident that their values and extensive experience will result in a prosperous and successful partnership.”
Mindshare chief business officer David Walsh commented: “YBS Group has a very clear sense of purpose and puts customers at the heart of everything it does. 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 [the] brand journey.”
YBS Group has assets of £43.1bn and has more than 3 million customers.
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