ING Direct appoints Droga5, Soap and UM after marketing review

ING Direct has confirmed its new agency line-up, with creative agency Droga5, digital shop Soap and media agency UM winning out after a marketing review that kicked off in November last year.

The triple appointment sees the end of ING’s relationship with JackWattsCurrie, the design agency that was behind ING’s orangutan brand mascot Charles.

In a statement, the financial services brand noted:

Droga5 has been appointed as Creative agency; Soap will develop and manage its digital marketing and UM will
oversee its media buying strategy.

ING DIRECT’s Executive Director Customer, Brett Morgan said, “We’re very happy to kick off 2012 with our new agencies, who will partner with us to deliver on ING DIRECT’s innovative and customer focused position in the market.

“We look forward to a long and rewarding relationship with all agencies and are keen to get started.”

Droga5’s Creative Chairman David Nobay said, “We’ve been keen to add a financial client to our roster for a while now, but the challenge has been finding one that shares our ambitions creatively. ING Direct is a brand that was founded on the premise of behaving differently, and they’re a great fit for us.”

Soap Managing Director Ross Raeburn said, “Working with a brand like ING DIRECT is incredibly exciting. They’ve been driving digital innovative and customer service in banking for many years now and we can’t wait to build on their great work.”

UM CEO Mat Baxter said, “ING Direct is an exciting brand in financial services and we look forward to achieving great results.”

All agencies will commence work from February.



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