PMG & Leeds Building Society Named Best Marketing Campaign of the Year at The Yorkshire Financial Awards

At the Yorkshire Financial Awards 2026, PMG and Leeds Building Society were recognised with the accolade of Best Marketing Campaign of the Year for their 'It's Better to Belong' brand platform. The award marks the culmination of a campaign built on a distinctly mutual truth.

The partnership was grounded in a single, powerful insight that a building society is fundamentally owned by its members. From that foundation, PMG and Leeds Building Society built a campaign centred on trust, belonging, and genuine member value, shifting the brand narrative away from product-led messaging toward something more resonant and enduring.

The channel strategy was deliberately sequenced, with linear TV anchoring the campaign to establish mass awareness and emotional cut-through, while radio, out-of-home, and digital extended the message across every touchpoint in the audience's day. Underpinning every decision was a rigorous analytical framework that included Marketing Mix Modelling and GeoLift analysis, ensuring that brand investment remained both measurable and defensible.

The win validates PMG’s understanding that brand and performance marketing, when genuinely integrated, create a multiplier effect neither can achieve alone.