Yorkshire Building Society has tapped WPP agency Mindshare for its media planning and buying account, the company said today.
Mindshare secured the contract, which will be worth roughly £6m annually over the next five years, after a five-month pitching process.
“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 Mindshare chief business officer David Walsh.
“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.”
The Bradford-headquartered building society, which currently has more than 3m customers, has set out its plan to drive long-term business growth over the next five years and is looking to revamp its brand positioning.
Mindshare has won the business from UM, and will be handling the account from August.
“In the complex world of communications, Mindshare’s approach was forward-thinking yet simple, and demonstrated true audience understanding,” said Ana Higgins, customer acquisition manager at Yorkshire Building Society.
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“We’re confident that their values and extensive experience will result in a prosperous and successful partnership.”