Following a competitive agency review, L&G, one of the UK’s most established and trusted financial services brands, has appointed Mediahub, part of IPG Mediabrands, as its media agency of record. Mediahub, who also works with brands including New Balance, Pinterest, Ōura, Royal Caribbean Group, Smart, and Kraken, will support L&G’s Retail business in driving growth through strategic media leadership.

The account was previously held by Dentsu. The pitch process was led by intermediary firm Oystercatchers.

Founded in 1836, L&G is a household name in financial services and its Retail business is a leading provider of retirement and protection solutions With the appointment of Mediahub, L&G’s Retail business aims to unlock growth through a renewed focus on media effectiveness, sharper strategic leadership, and by unlocking L&G’s powerful data and technology assets.

Mediahub will lead strategic planning, media buying, and performance optimisation across L&G’s Retail business, with the partnership commencing from August this year.

Kirsty Lewis, Direct Distribution & Marketing Director, Retail at L&G said: “We were looking for a media partner to maximise the ROI from our marketing investment in the direct to consumer space. In Mediahub we’ve found a strong cultural fit and deep understanding of our business.  We were impressed across the pitch process by their expertise across data, technology, and strategy.  The agency has a sharp focus on media effectiveness and driving change, and we’re excited about the growth we’ll achieve together.” 

Ross Jenkins, EMEA & APAC CEO, Mediahub says: “We’re delighted to welcome L&G to Mediahub. to deliver value through strategic leadership, effectiveness expertise, and media creativity.  We’re excited to apply our track record of transforming brands’ business performance with this iconic company.”

Excellence in a sustainable media strategy in partnership with Yahoo and The GoodNet

Mediahub set out to align our digital advertising strategy with the same ethical and sustainable principles that guide our global initiatives. Recognising the environmental and social challenges linked to digital media, the aim was to transform media spend to reflect our charitable values. This required a strategic approach to reach audiences in credible environments that resonate with their commitment to ESG principles.

Partnering with The GoodNet and Yahoo, Mediahub utilised the ESG Media Index (EMI) to measure sustainability and DE&I factors across media placements, enhancing audience engagement while reducing emissions.

Mediahub emerged big winners at recent Effie Awards celebrations across the Americas.

In the U.S., the agency was awarded Silver for its work with Johnsonville and the “Keep It Juicy” campaign. Mediahub was also awarded for supporting work for Change the Ref’s “The Shotline” with MullenLowe.

In Latin America, Mediahub Peru won multiple awards for its groundbreaking work for CPG leader AliCorp, including a Gold for its work for B2B brand Klintex.

Congratulations to our teams on this well-deserved recognition!

To listen to the full interview, click here.

Mediahub U.S. CEO Nicole Estebanell recently joined hosts Olivia Morley and Brian Wieser on the Agency Business podcast for a thoughtful and wide-ranging discussion on some of the key issues facing the industry. She also shares more detail on how she’s investing in Mediahub’s special culture, and continuing to foster a “challenger mindset” as the agency evolves.

Congrats to our U.S. team and Radical + Disruptive Lab for taking home two MediaPost Planning & Buying Awards!

• Best Audio Campaign: Two Generations, One Beverly Hills Cop for Netflix
• Best Creative Campaign: Playing Again with Squid Game Season 2 for Netflix

Huge thanks to our clients at Netflix for trusting us to bring these bold ideas to life, from using Uber delivery robots to sing the Axel F theme song to power slaps with the iconic Squid Game pink guards.

Check out the full list of winners and read more about the work here.

A new global study conducted by Mediahub, Snapchat, and attention measurement leader Amplified Intelligence reveals the outsized influence that media platform selection and creative choices have on driving consumer attention and business outcomes. In particular, tapping into “consumer happiness” and choosing digital platforms and ad creative that cultivate and reinforce that feeling, can help brands more effectively translate good vibes to strong sales.

The study utilized eye-tracking technology and facial recognition to measure attention and emotional responses to ads from 14 brands in five markets – the U.S., UK, Australia, France, and Saudi Arabia – across various digital platforms. The results showed a direct correlation between attention and happiness: ads that capture more active attention are more likely to evoke positive emotions in viewers, thereby, facilitating stronger business outcomes.

KEY FINDINGS:

• Platform context is a key driver for attention – for example, Snapchat’s environment of positivity enables its unique video and AR formats to capture 5x greater active attention than peers.
• Attention and happiness are correlated: High attention creative executions had +1.3x happiness scores compared to low attention creative executions.
• The most effective creative executions that drove happiness spoke to human needs and desires, i.e. messaging related to personal and financial security, building anticipation towards a joyous moment, or fostering a sense of belonging.
• Following creative best practices are crucial: Ads that speak to human needs and desires, are “sound on”, and tell a story are more effective in driving attention and happiness, and thus, business outcomes

“We’ve long known that attention metrics are an important quality indicator for consumer engagement and business outcomes. By better understanding variables, like platform context, that contribute to consumer attention in social video environments, marketers can craft more effective campaigns that deliver on their business objectives,” said Ed McElvain, Chief Product Officer, Mediahub

“As attention gains more momentum among marketers, understanding what drives it, and how to capture it effectively, is key. This study confirms a strong link between users’ state of mind on Snapchat and the attention they give to content, especially ads,” said Aarti Bhaskaran, Global Head, Research & Insights, Snapchat. “We know that consumers come to our platform to connect with friends and family, putting them in a happier mindset, and this study validates the relationship between this mindset and the high attention that Snapchat garners. “

The study’s findings have significant implications for brands seeking to maximize their advertising impact. By understanding the unique characteristics of a social platform and developing creative strategies that align with the platform’s user experience, brands can achieve greater attention, engagement, and positive outcomes.

Read the full report here.

Pioneering electric car brand Smart Europe has appointed Mediahub to handle its European media planning and buying account.

The account covers 11 markets across Europe, including the UK, and forms part of a new agency set-up for the brand across media, PR, creative, production and social media.

Wolfgang Würth, director of marketing and communications at Smart Europe, said: “Both the automotive and media industries are changing rapidly, and we at Smart are actively shaping this change. Our marketing and communications activities are now more integrated than ever before and driven by the passion of our in-house team and our agency partners. This co-creation forms the foundation for Smart’s continued growth in Europe. Together, we bring our brand claim ‘Open your mind’ to life and create memorizable and unique moments for fans and customers in Europe.”

We’ve done it again! Congrats to our U.S. team on winning Media Team of the Year at the Campaign U.S. Agency of the Year Awards – marking the fourth time (in five years) that we’ve received this honor. Mediahub’s Team NBA took home the hardware for helping the league drive its game forward, from Tip-Off to Postseason. No trick plays – just the right mix of talent, pioneering spirit and strategic vision.

Congrats to the entire team and thank you to our clients at the NBA for their support! Read more about the team here and check out the full list of winners here.