NAB extends partnership with Mindshare to include search and social duties

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NAB extends partnership with Mindshare to include search and social duties

Mindshare has won the search and social account for NAB, extending its remit to encompass all aspects of media planning and buying.


Mindshare has held the NAB media planning and buying account since 2012. The GroupM agency now handles the business across all channels including; traditional, digital, search, social, programmatic and performance.

Says Christian Solomon, managing partner on the NAB account, Mindshare: “Our Mindshare team who work on NAB are thrilled to have added search and social to our remit. NAB entrusting us with their media business is a great sign of the partnership we have built with them. The people and culture inside NAB is both inspiring and welcoming, and we look forward to working with more great people across their media business.”

Says Katie Rigg-Smith, CEO, Mindshare Australia & New Zealand: “We are incredibly proud of our partnership with NAB, it is great to see it continue to grow and evolve. Naturally the more you can holistically look at a client’s business the more you can affect change and we really appreciate the opportunity to now include social and search into our remit.”

Says Thomas Dobson, head of media and partnerships: “Mindshare has proven to be a great partner, and we are pleased to extend our partnership. Our account team at Mindshare is responsive, engaging and genuinely interested in NAB and continuing to improve our customer experience.”

The success has been attributed to Mindshare Australia’s positive momentum within the market, particularly in Melbourne where the NAB Marketing team is based.

Mindshare’s strategic foundation of Brand & Demand is a perfect fit for the dynamic and very progressive needs of NAB, which is focused on digital innovation and putting the consumer first.

Since working together, Mindshare and NAB have developed a number of successful campaigns including the launch of More Than Money in 2018, the NAB Mini Legends campaigns, and most recently the new brand campaign, This is the story of progress.

Mindshare is part of GroupM, which is part of WPP AUNZ, Australasia’s leading creative transformation company.