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News 19 Oct 2021 - 3 min read

Mindshare retains $60m NAB account

By Sam Buckingham-Jones - Senior Writer
NAB appoints Mindshare to its media planning and buying account.

"We are confident that we can strengthen our partnership further,” NAB’s Executive Operations, Planning & Partnerships, Thomas Dobson (left), says.

The big four banks have been swapping agencies in recent months but Mindshare has retained NAB, one of the biggest spending Australian advertisers. The bank in July ended its longstanding relationship with Clemenger for Omnicom stablemate TBWA, but has opted to stay with Mindshare for media, adding media mix modelling and analytics to the agency's duties.


What you need to know:

  • GroupM’s Mindshare has retained media planning and buying account for National Australia Bank, believed to be worth more than $60 million.
  • The deal extends a partnership that began back in 2012, and includes analytics and media mix modelling.
  • Earlier this year, NAB announced it had appointed TBWA to its creative and content account, ending a 15-year relationship with Clemenger BBDO.

GroupM agency Mindshare has retained National Australia Bank’s media account, one of the largest spending ad accounts in Australia.

Mindshare will handle media planning and buying, including performance, search engine marketing, social, programmatic, owned media SEO and the new deal also covers analytics and media mix modelling.

Australia's big four banks have been adjusting agency rosters of late, though largely for creative duties.

In July, Mi3 reported that NAB had appointed TBWA as its lead creative agency, breaking a long-standing partnership with sister Omnicom agency Clemenger BBDO. TBWA now handles NAB’s creative and all content generation. 

Late last year, ANZ swapped TBWA for Special Group and started an in-housing program of some agency services to lower costs and increase turnaround times.  

The big four banks have also been on a run of brand refreshes. Commonwealth Bank launched a new brand identity in November 2020, while Westpac followed suit in March. 

But for media, NAB has opted to continue a relationship it began with Mindshare in 2012.

“Mindshare have demonstrated real agility over the course of our partnership," stated Thomas Dobson, NAB’s Executive Operations, Planning & Partnerships. "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.”

Mindshare Australasia CEO Katie Rigg-Smith said she was “thrilled” to continue the partnership with NAB, and credited her team with retaining the business, with Melbourne MD Chris Solomon, NAB Client Lead Sylvia Pickering and Enterprise Lead Mark Tzintzis cited as pivotal in delivering the goods.

"NAB are smart, passionate, sophisticated in their approach and treat their agencies with respect," she added.

Alongside NAB, Mindshare has won or retained accounts for University of Melbourne, Global Marketplace (which includes Click Frenzy, Power Retail and Click Central), Campari and Jenny Craig in 2021.

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