The National Trust has reappointed Medialab to its media planning and buying account following a competitive pitch process, extending a partnership between the two that began in 2014.
The agency will continue to handle media planning, buying and strategy for the charity’s media portfolio across both offline and digital channels, including TV, social, out-of-home, display, and influencer marketing.
The next phase of the relationship will be geared towards supporting the National Trust’s 10-year strategy.
Medialab will help the charity meet its goals of restoring nature and making heritage more accessible, while supporting membership growth and fundraising income.
Central to this delivery will be the agency’s proprietary marketing intelligence platform, Apollo, which provides real-time visibility and unified measurement across all products and channels.
The charity’s creative and strategic advertising account is handled by independent agency Happy Hour Productions. Its most recent major campaign – “It’s a Membership Thing – was launched in April this year and highlights the many different ways people connect with and experience the Trust based on their individual interests and ‘thing’.
National Trust head of digital and channels Lydia Hunter commented: “Our partnership with Medialab is a long-standing one but this particular pitch was about looking forward, not back.
“Throughout the pitch process, they showed that they have a deep understanding of our strategy and the challenges facing the heritage and conservation sector today.
“It’s a complex brief, but Medialab’s ability to join the dots across different channels made them the natural choice to help us promote the National Trust’s cause to current and future generations.”
Medialab chief data officer Will Davis added: “Retaining a partner like the National Trust is a huge moment for us all at Medialab. It’s a testament to the strength of the relationship we’ve built since 2014, but also to our focus on what comes next.
“Apollo will continue to give the Trust a clear, unified view of how their media is performing so we can make sure every penny of their investment is working as hard as possible. We’re incredibly excited to be the National Trust’s partner for the future, helping them achieve their new vision.”
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