Mindshare retains NAB media account

WPP’s GroupM agency, Mindshare, has retained Big Four financial institution, National Australia Bank’s (NAB) media account, extending the partnership that has been in place since 2012.

Mindshare has been reappointed to its existing all inclusive media planning and buying account, which covers performance media, SEM, social, programmatic, owned media through SEO and full media analytics. The decision to stay with Mindshare comes after NAB traded Clemenger BBDO Melbourne for fellow Omnicom creative house, TBWA earlier this year. 

Mindshare added advanced advertising analytics and mixed media modelling to its remit last year, also adding search and social in 2019.

NAB’s Mini Legends

Executive operations, planning and partnerships at NAB, Thomas Dobson said that Mindshare “have demonstrated real agility over the course of our partnership”.

“They are consistently able to evolve with the needs of our campaign activity and more importantly, align with the more strategic longer-term goals we set,” Dobson said. “The ethos within the Mindshare team is inclusive, proactive and innovative. They take pride in the results we achieve together and their commitment to responsiveness is role modelled from the CEO down. We are confident that we can strengthen our partnership further.”

Mindshare Australasia CEO Katie Rigg-Smith, added: “NAB is one of those highly coveted clients because they are a great group of people to work with. They are smart, passionate, sophisticated in their approach and treat their agencies with respect.  We are truly made to feel like their partner. Subsequently they bring out the best in our people because we can challenge each other, push the thinking, and produce great work together.  We are so thrilled to get to take this partnership forward and continue to build upon the momentum we have.

Katie Rigg-Smith

“We have an amazing team on the business led by our Melbourne MD Chris Solomon, who along with our NAB client lead Sylvia Pickering, enterprise lead Mark Tzintzis, and the broader team will continue to enable NAB to take full advantage of the very best on offer from Mindshare and GroupM. All of us are looking forward to the next chapter with NAB.”

According to Nielsen Ad Intel estimates the Big Four Australian banks (CBA, NAB, ANZ and Westpac) spent an estimated $117 million in the past 12 months. NAB was reported this month by Nielsen to be in the top five advertising spenders in the home loan category. 

NAB moved its creative account across town this year, ending a 15 year relationship with Clemenger BBDO Melbourne, and moving to TBWA Melbourne, just months after the latter lost the creative remit for ANZ. Creative work during this period has focused on NAB’s close partnership with the AFL, with work including the Mini Legends series, which Mindshare also helped launch.

Mindshare and NAB campaigns include From Story To Progress, as well as What Is Money For, an NAB’s support initiative during COVID. It has also resulted in the agency helping NAB launch Apple Pay, and the Make Ideas More campaign, for first home buyers.

Last month, NAB changed its logo to JAB as a part of the wider push for vaccination uptakes. JAB was implemented as the logo across TV, digital and sponsorship assets.

Mindshare revealed its new global positioning this year, Good Growth, as Rigg-Smith told Mumbrella that “growth needs to come whilst being sustainable for the business and aligning to both the business values and the individual consumer values”.

This year, Mindshare has a number of new business wins, including University of Melbourne, Jenny Craig and Click Frenzy.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.