ING Direct adds Bashful to creative roster

Personal banking business ING Direct has added another creative agency, Bashful, to its roster, Mumbrella understands.

It is understood the agency will create various marketing projects for the brand and will be used on an ad hoc project basis.

ING Direct appointed VCCP Sydney to its creative account in 2014, replacing Soap Creative.

Mumbrella understands VCCP will continue to work with ING Direct on its creative account.

The Works was also appointed to the bank’s roster in 2016 to lead its customer engagement strategy.

In its first work for the brand, VCCP introduced Australian actress Isla Fisher as ING Direct’s brand ambassador with the aim of shifting the perception of the brand to position it as a “main bank”.

In October last year, UM Australia won the national media portfolio for the bank after a review process started in March last year.

Bashful’s clients include The Star, P&O Cruises, Zimmermann and Kennards Hire.

ING Direct confirmed the appointment but declined to make a formal comment.

Bashful declined to comment.



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