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
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.’