Yorkshire Building Society selects Mindshare as UK media agency

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London-based Mindshare, part of WPP, has won the media planning and buying account for Yorkshire Building Society Group.

Mindshare said the account win, which was the latest in a successive run of new business wins, will be worth an estimated £6 million.  

The financial institution, headquartered in Bradford, appointed Mindshare with the aim of driving long-term business growth over the next five years and bringing to life its brand positioning as part of its communications planning. 

Crucial role in win

Mindshare’s newly launched DX tool played a crucial role in winning the business and will be used to deliver insights into nuanced decision-making behaviours that will be able to unlock new avenues of business growth and deliver an audience-first brand strategy for Yorkshire Building Society Group. 

The business moves from UM, and after a five month-long pitching process, Mindshare is now handling the account from August 2019. 

“We are delighted to be working with Yorkshire Building Society as they have a very clear sense of purpose and put customers at the heart of everything they do”, said David Walsh, Chief Business Officer at Mindshare. 

“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 Yorkshire Building Society’s brand journey.” 

Anna Higgins, Customer Acquisition Manager at Yorkshire Building Society added: “In the complex world of communications, Mindshare’s approach was forward-thinking yet simple, and demonstrated true audience understanding. 

“We’re confident that their values and extensive experience will result in a prosperous and successful partnership.” 

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