NAB has appointed Mindshare as its the agency to handle its Advanced Advertising Analytics and Media Mix Modelling following a competitive pitch. Mindshare is part of GroupM, the investment arm of WPP AUNZ, one of Australiasia’s largest creative tech company.
Thomas Dobson, Executive of Operations, Planning & Partnerships at NABsaid “This is an exciting piece of work that we are looking forward to seeing the benefits from. As a marketing function, we see this as a key strategic pillar to help build on our data-driven measurement capability.”
In a statement, Mindshare said its appointment marks a significant move to enhance NAB’s existing ad analytics and modelling capabilities, to drive greater results and make stronger data-driven decisions.
While it was a competitive pitch, the company had the benefit of incumbency, having held the main media account for NAB since 2013. It manages the bank’s media planning and buying across all channels, traditional, digital and performance, including search, social, programmatic and advertising technology. In June last year Mindshare extended its remit with NAB to include Search, Social and SEO and it says this latest extension into Ad Analytics and Media Modelling in 2020 confirms the strength of the Mindshare and NAB relationship.
According to Christian Solomon, Mindshare Melbourne Managing Director, “Mindshare and our NAB team are thrilled to have added Analytics and Media Modelling to our remit with NAB.”
Soloman said the relationship with NAB has never been better and NAB entrusting us with not only their entire media business, but the advanced modelling and advertising analytics side too is a great sign of the partnership we have built with them.
In a statement released to coincide with the news Soloman said, “We look forward to using the insights from this extension to drive even more effective media for NAB and an even better customer experience for their customers.”