The Leeds Building Society is heading back to our screens with a fully integrated national advertising campaign, developed in partnership with global independent marketing services and technology company, PMG.
The TV campaign marks the society’s return to television, and forms part of a multi-channel media strategy spanning TV, radio, out-of-home, social, search, YouTube, and digital display.
Building on the society’s brand platform “It’s Better to Belong,” the campaign aims to boost awareness and consideration among new audiences across the UK, with a particular focus on Yorkshire and the Midlands, where the society was established. The mutual’s purpose is to put homeownership within reach of more people, generation after generation. To maximize impact, PMG negotiated a strategic partnership with ITV through its “Backing Business” initiative, securing premium programming and inventory to further amplify campaign reach.
Beccy Dye, head of brand at Leeds Business Society, said: “As a mutual, we are owned by and run in the interest of our members, and we believe that is brought to life through this new integrated campaign. The creative we have developed with PMG shines a light on the things that are important to our members and shows why it is better to belong to Leeds Building Society. This is the first time the society has advertised on TV for many years and will allow us to reach more people to demonstrate that we are here for savers, mortgage holders and the community, as we have been for the last 150 years.”
PMG managed the campaign end-to-end, delivering media planning and buying alongside creative production. Its EMEA team collaborated closely with LBS to craft a campaign that leverages both above-the-line and digital activations in a seamless, data-driven approach, partnering with Leeds-born actor and comedian Julian Barratt, who added his voice to the TV and radio creative.
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Lucy Hancock, managing partner at PMG, added: “We’re proud to help Leeds Building Society launch a milestone campaign across television and digital. By uniting creative, media, and analytics, we’re not only elevating the brand in-market but also ensuring performance is measurable through advanced data science.”
PMG’s remit with LBS has expanded since the partnership began in 2024, now encompassing strategy, data and analytics, SEO, and integrated media. The company’s data science team is also leading a marketing mix modelling (MMM) engagement to quantify the campaign’s contribution to long-term brand and business outcomes.
The integrated effort follows a successful media campaign that introduced “It’s Better to Belong” as a brand platform, and underscores LBS’s commitment to reaching more members through a diversified channel mix.
