Medialab, a leading UK independent media agency, has won the UK media planning and buying for IG, the global investing and trading platform.
IG and Medialab
Medialab will be responsible for all UK media planning and buying for IG’s brand repositioning, with all offline and digital channels driving brand health growth.
The agency will work alongside IG’s in-house digital performance team.
Through its partnership with Medialab, IG is seeking to grow brand awareness and consideration, while broadening its reach to a wider pool of investors in the UK
IG selected Medialab due to its ability to drive data-driven brand and performance outcomes alongside bold, disruptive and creative media.
The agency’s proprietary operating system, Apollo, which is built to organise multi-source marketing data, will provide IG with real-time visibility into the performance of its campaigns across all media channels.
Steve Parker, Executive Director at Medialab, said: “We’re excited to work with IG. They are a business with significant ambition and a desire for marketing to build emotional engagement and connection with audiences through bold, disruptive media.
“Medialab’s award-winning culture of marketing effectiveness is brilliantly suited to giving IG the confidence and clarity around the impact and value of marketing.”
Katie Bend, Head of Brand, Campaigns and Communications at IG, said: “Medialab perfectly showcased the agility, creativity, and impact we were looking for during the pitch process.
“Their Apollo platform was a real standout differentiator, and we’re really excited to team up with them as we transform IG’s brand to connect with wider audiences.”
The appointment by IG builds on Medialab’s recent successes, following new business wins including Rathbones, Sharps Bedrooms, Great Ormond Street Hospital Charity, Phoenix Group and Save the Children UK.