MindShare sees off three to land global task for ING Barings

MindShare has walked off with a slice of the dollars 10 million global advertising account for Dutch investment bank ING Barings.

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

Frankfurt.



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.