Leeds Building Society has appointed independent agency Joint as its new lead creative partner across both consumer and business markets. The decision follows a competitive pitch process held in April, organised by Ingenuity+, and included a same-day workshop to assess each agency’s strategic thinking and collaborative style.
Joint takes over brand development, creative strategy, and campaign delivery, with a focus on expanding the “It’s better to belong” platform introduced by Brave Spark. The brief includes strengthening brand awareness, increasing market consideration, and supporting Leeds Building Society’s broader growth agenda.
With over £31 billion in assets and a million members, Leeds Building Society is the fifth-largest building society in the UK. The appointment signals its intent to sharpen its brand presence and unify messaging across all customer and stakeholder touchpoints.
