O&M and MindShare land dollars 10m global ad account at ING Barings

Ogilvy & Mather and MindShare have picked up the dollars 10 million global advertising account for ING Barings, the Dutch financial services company that bought Barings Bank for pounds 1.

Ogilvy & Mather and MindShare have picked up the dollars 10 million

global advertising account for ING Barings, the Dutch financial services

company that bought Barings Bank for pounds 1.



O&M pitched against the incumbent, Masius (formerly DMB&B Financial),

and two unnamed agencies. The incumbent on the media was MediaVest.



O&M will also develop tactical work focusing on the various business

units within the investment banking division.



The advertising, expected to break in late spring or early summer, will

target the general public as well as business decision makers. It aims

to shake off the traditional, stuffy image that many merchant banks

suffer from.



The old-fashioned image of merchant banks has become increasingly

irrelevant as the financial services industry takes on a younger, hotter

image - partly because of the dotcom players.



Paul Simons, group chairman of O&M, said: ’We want to present ING

Barings in a fresh and contemporary way. We want it to look

progressively and outward-facing, not inward-looking.’



The campaign will be predominately press-based but some online work is

also expected. It will target the world’s financial centres including

London, New York, Hong Kong and Frankfurt.



ING’s head of corporate communications, Claire Mascall, said: ’It was a

tough choice given that the creative treatments presented to us by the

final contenders were very strong. Our decision was based on the fact

that Ogilvy & Mather best met our need for an individual approach that

will help differentiate ING Barings in the market.’



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