Four shops pitch as ING Barings begins global ad initiative

ING Barings, the Dutch financial services group that bought Barings Bank for pounds 1, is looking for an advertising agency to create a multi-million pound global branding campaign.

ING Barings, the Dutch financial services group that bought Barings

Bank for pounds 1, is looking for an advertising agency to create a

multi-million pound global branding campaign.



Ogilvy & Mather and DMB&B Financial are understood to be pitching

alongside two other unnamed agencies next week. A decision is expected

shortly.



A spokesperson at ING Barings confirmed that a competitive pitch has

taken place, but would not comment further.



ING bought Barings, Britain’s oldest merchant bank, in 1995 after it was

brought to its knees by the trader, Nick Leeson, who ran up liabilities

of pounds 860 million. It then injected pounds 660 million to allow the

bank to continue trading.



The ING Group has insurance operations across five continents, providing

health, life and disability products. BGS D’Arcy in Italy already

handles the advertising for the bank in that country.



It also offers conventional consumer and business banking throughout

Europe as well as corporate finance, securities and investment and asset

management services.



No-one at the pitching agencies was available for comment as Campaign

went to press.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).