NS&I banks on TMW Unlimited for integrated account

TMW Unlimited has scooped the National Savings & Investments (NS&I) integrated marketing account, following a competitive pitch against Government roster agencies.

The Government-backed organisation was founded in 1861 as the Post Office Savings Bank to allow British workers to save and give the Government access to debt funding; it offers Premium Bonds as well as a range of other savings and investments.

In addition to retaining responsibility for NS&I’s direct marketing and digital work, the four-year contract significantly expands TMW Unlimited’s brief.

The agency will now be responsible for all marketing activity, including strategic martech support, advertising creative and strategy, and CRM.

NS&I previously worked with FCB Inferno, whose most recent work included the launch of the bank’s Green Savings Bonds (pictured).

Unlimited’s Human Understanding Lab, a group of 120 data scientists, behavioural scientists, researchers and neuroscientists will help underpin the work, providing behavioural insight, strategic support and smart creative testing capabilities throughout the campaign development process.

Unlimited’s recent government account wins also include the Cabinet Office, HMRC, Medicines and Healthcare Products Regulatory Agency, and Historic England.

NS&I head of marketing Anna D’Arcy said: “We’re very excited to be partnering with TMW Unlimited for our integrated marketing and CRM. Throughout the pitch process, they’ve proven that they can provide best-in-class strategy, cross-channel expertise and exceptional creative thinking, as well as demonstrating an outstanding ability to understand complex human issues and drive behaviour change.”

TMW Unlimited chief executive Chris Mellish added: “NS&I have always been a fantastic partner and we look forward to delivering on our mutual ambition over the next four years, and hopefully beyond.”