ING Direct has upended their agency arrangements with the appointments of Droga5 and Soap Creative to its creative and digital accounts.
ING Direct has consolidated its creative and direct marketing accounts, replacing incumbents Jack Watts Currie and BWM while Soap takes over digital duties from The Dubs.
Last week, AdNews revealed UM replaced Mindshare as the media agency.
The appointments follow a pitch process kicked off in November which saw the financial services brand review its agency arrangements for creative, direct marketing, digital and media buying. AdNews understands pitch consultants Trinity P3 handled the process.
In 2010, ING Direct changed creative direction in its advertising, replacing brand ambassador Scottish comedian Billy Connolly with an orangutan character named Charles.
ING Direct refused to comment.
The company spent an estimated $16.9 million on main media in the 12 months to October 2011, down from $26.9 million in the prior period, according to Nielsen.
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