As featured on Campaign, Medialab has been appointed as trading platform, IG’s, UK media planning and buying agency, following a competitive process
Medialab will be responsible for all of the brand’s offline and digital media strategy working alongside IG’s in-house digital performance team. Its remit is to reposition IG and increase brand awareness and consideration to reach a broader pool of UK investors.
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.”
Medialab was selected for its demonstration of being able to provide data-driven brand and performance outcomes alongside creative media.
It will leverage its marketing intelligence platform Apollo as part of the partnership, which promises “real-time visibility” into campaign performance across all media channels.
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.”
