ING Direct offers Soap "interim" duties after split with Droga5

By AdNews | 21 July 2014

ING Direct has handed its creative account to digital agency Soap after splitting with Droga5, however Soap will only be caretakers of the business on an "interim" basis.

ING would not comment on the length of time that Soap would hold the account or when a full review might take place.

Head of marketing at ING Direct Chris Kenny said Soap has shown great capability in creative and understanding where to take the brand.

“We have an excellent working relationship with Soap and had good success in building customer advocacy,” Mr Kenny said.

The news comes just days after Droga5 launched a major campaign for the brand promoting fee-free ATMs.

During the time Droga5 held the account ING said it helped the bank achieve 1.5 million customers, a shift in perception from a savings bank to primary bank, a market leading position as a challenger bank, it helped the bank launch the category changing Living Super as well as assist the bank in reaching number 1 Net Promoter Score in banking.

ING Direct said it thanked Droga5 for "helping the bank achieve these significant milestones over the past 3 years".

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