MindShare has walked off with a slice of the dollars 10 million
global advertising account for Dutch investment bank ING Barings.
The agency wrested the business from MediaVest after a four-way pitch.
According to MindShare, most of the buying will be international press
but some online advertising is expected.
MindShare’s parent Ogilvy & Mather picked up the creative account.
The advertisements, which will run in the second quarter of this year,
will be pitched at the general public as well as business people based
in the world’s main financial centres - London, New York, Hong Kong and
The campaign is part of a bid by the bank to discard the sober image
often associated with investment houses. Established banks like ING
Barings want to be seen as accessible in order to share the high growth
rates associated with dotcoms.
MindShare has been building a portfolio of internet-based businesses in
recent times. The agency gained pounds 50.5 million in new accounts in
1999 (Media Business, 24 January).
It also expanded its television buying operations this year, hiring nine
members of staff in January.