Media Planning Group has scooped the £20m Nationwide media account from incumbent Mediaedge:cia, which had held the business for 12 years. Head of brand strategy Peter Gandolfi says MPG’s digital credentials were “key” to the appointment.
The Havas-owned agency pitched against WPP shop Mediaedge:cia and Aegis-owned Carat. The review was called in December and overseen by Oystercatchers, the intermediary launched in November last year by Haystack Group co-founder Suki Thompson and former JWT new business head Peter Cowie.
Gandolfi says MPG “understands” the Nationwide brand and cites its experience of ING Direct. He adds that digital media will be a key challenge for the brand moving forward
Leagas Delaney handles Nationwide’s advertising account, which is not affected by the review.