Discover Financial Services has selected GroupM’s Mindshare as its new US media agency of record. The selection followed a review managed by Mercer Island Group. The primary incumbent was Publicis Groupe’s Spark Foundry.
Mindshare’s remit covers audience and media strategy, planning, investment, measurement, and data and analytics.
Discover reported adverting costs last year of $262 million, up about $50 million from 2020. The firm has partnerships with properties such as the NHL and the Big Ten Conference. According to COMvergence media expenditures last year totaled $190 million, of which $110 million were earmarked for digital.
Mindshare said it would partner with Discover to drive a full-funnel marketing and media approach from awareness through account opening through retention.
The agency also said the recent completion of its integration with sibling global performance agency Neo earlier this year would help to serve its new client. Amanda Richman, North America CEO, Mindshare, said, “together, we will help Discover drive business transformation, by connecting brand to performance and purpose to deliver Good Growth.”
“Working with Mindshare gives Discover a fresh perspective on our media approach and allows us to tap into their strong thought leadership, analytics and measurement capabilities,” stated Kate Manfred, Senior Vice President and Chief Marketing Officer at Discover.