Yorkshire Building Society has appointed Mindshare as its UK media agency.
Worth an estimated £6m in billings to the WPP agency, the account moves from UM after a 5-month long pitching process.
“In the complex world of communications, Mindshare’s approach was forward-thinking yet simple, and demonstrated true audience understanding,” said Anna Higgins, Customer Acquisition Manager at Yorkshire Building Society.
“We’re confident that their values and extensive experience will result in a prosperous and successful partnership.”
The Bradford-based financial institution is hoping to drive long-term business growth over the next 5 years and “bring to life” its brand positioning as part of its communications planning.
“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,” added 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.”