ING Direct parts ways with Droga5 handing interim creative duties to Soap

ing direct logoING Direct has parted ways with incumbent creative agency Droga5 with the bank turning to digital agency Soap to handle interim advertising responsibilities.

Head of marketing Chris Kenny said in a statement: “We have an excellent working relationship with Soap and had good success in building customer advocacy.

“Soap is well positioned to take on the interim role.”

The bank thanked Droga5 for its role in helping the bank over the past five years.

“ING Direct is growing in primary bank status and we thank Droga5 for its contribution,” Kenny said.

The move was not the result of a pitch.

Droga5 created the bank’s most recent campaign which focused on ATM fee frustration.

In March the agency lost lead agency status on the Woolworths account, and then moved to take Havas Worldwide Sydney executive creative director Steve Coll as its lead creative as it looked to bolster its offering and more recently it lost the Sunbeam account to The Works.

ING Direct’s relationship with media agency Universal McCann remains unchanged.

Miranda Ward


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