ING Direct has confirmed Droga5, Soap Creative and UM as its creative, digital and media agencies more than a week after news started leaking out.
News of the financial services brand's new agency line-up started leaking at the beginning of the year, with AdNews revealing UM had picked up the media account.
Last week, news of Droga5 and Soap's appointments to the creative and digital portions of the business had also come to light, with sources confirming to AdNews the two agencies had triumphed in a pitch overseen by consultants Trinity P3.
The three agencies commence work on the brand in February. The incumbents had been Jack Watts Currie on creative, BWM on direct marketing, The Dubs for digital and Mindshare for media.
ING Direct, executive director customer, Brett Morgan, said: "We're very happy to kick off 2012 with our new agencies, who will partner with us to deliver on ING Direct's innovative and customer focused position in the market. We look forward to a long and rewarding relationship with all agencies and are keen to get started."
Droga5 creative chairman, David Nobay, said: "We've been keen to add a financial client to our roster for a while, but the challenge has been finding one that shares our ambitions creatively. ING Direct is a brand that was founded on the premise of behaving differently, and they're a great fit for us."
Soap managing director, Ross Raeburn, said: "Working with a brand like ING Direct is incredibly exciting. They've been driving digital innovation and customer service in banking for many years now and we can't wait to build on their great work."
UM chief executive, Mat Baxter, said: "ING Direct is an exciting brand in financial services and we look forward to achieving great results."
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