February 2007 ING Direct site becomes more like-minded

Revolution

LONDON: ING Direct has refreshed its site to include its new 'like-minded' branding.

The revamp is part of an integrated campaign, embracing TV ads and idents, print and digital activity, which aims to simplify the bank's range of savings, mortgages and home insurance.

Site creative was designed by VCCP and produced in conjunction with @www. It continues the distinctive monochrome imagery, punctuated with orange to reinforce key messages.

The campaign portrays ING Direct as a 'like-minded bank' through simple imagery and statements such as 'moving a mortgage should be easy' on the site, which are integrated closely with the TV campaign.

December 2006 ING Direct switches agencies

AdNews

SYDNEY: ING Direct has parted ways with The White Agency after more than two years, awarding its interactive account to another player.

ING Direct has awarded the account to @www Digital following a competitive pitch against an undisclosed number of agencies.

@www Digital has snared a one-year contract to handle all digital marketing promotions, including micro-sites, banner ads, rich media, and email promotions. @www Digital will not conduct any work on the core ING Direct financial site.

This is the first time @www Digital in Australia has worked with ING Direct, although its UK arm has worked with ING Direct in the UK for the past three and half years.

“While this is the start of our relationship with ING Direct Australia, I think we step into the account with a strong understanding of ING Direct's core global brand from our work out of the UK with the bank,” said @www Digital managing director Josh Frith.

Tristan Fawley, creative director of @www Digital in Australia, believed his sister agency's work with ING Direct in the UK was an important factor in winning the Australian account.

Fawley said @www Digital pushed his agency's ability to deliver a “global approach” to ING Direct's digital marketing when pitching for the account. He expects the Australian interactive campaign will borrow from the successful elements of @www Digital's UK work.

“ING Direct has a pretty similar ethos across its different markets, direct and simple, so the UK work will also be relevant in this market,” Fawley said.

Amanda Temperly, head of advertising at ING Direct, said @www had a “strong understanding of the ING Direct brand” and the challenges it faced.

Craig Galvin, managing director The White Agency, said he decided not to pitch for the account since ING Direct, one of agency's foundation clients, had “moved in a different direction”.

Media buying will remain with Mindshare. ING Direct recently appointed Sydney agency friend to the direct marketing portion of the account, while Melbourne-based Spinach handles the above-the-line.