ING Direct calls global media review; $10m account sits with UM

Pippa Chambers
By Pippa Chambers | 31 March 2017
Isla Fisher

UM client ING Direct is calling a global review of its media planning and buying account, AdNews understands.

Nielsen has its Australian media spend in the past 12 months as $9 million, although it's thought the figure could be between $10 million to $12 million with all of its digital spend included.

The ING Direct division is owned by Dutch multinational banking and financial services firm the ING Group and is listed on the New York Stock Exchange and the European stock exchange, Euronext.

Its creative account sits with VCCP, which created the well-known TV ads featuring Australian actor Isla Fisher. In June 2015, ING Direct revealed it was overhauling its brand positioning, with a new campaign, tagline and a $10 million dollar budget to ensure it has got staying power.

It's thought the creative part of the business is not under review.

ING's head of marketing, Fiona Nicol, joined the brand in 2015 and was tasked with building the brand into “one that challenges the Australian banking status quo and switching behaviour”.

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