INTERNATIONAL: Dutch ING Group chooses Massmedia for Italian PR

MILAN: Investment bank and financial services company ING Group has hired Massmedia Partners to promote its services to consumers and financial institutions.

MILAN: Investment bank and financial services company ING Group has

hired Massmedia Partners to promote its services to consumers and

financial institutions.



The Dutch operation has turned to continental Europe for profits growth

since its Barings brand was hit by downturns in emerging markets.



The company offers consumer banking, insurance and corporate asset

management in Italy.



Work on the account started last week after Massmedia won a competitive

pitch. The incumbent agency was PFP.



Massmedia’s brief includes raising ING’s profile with financial

institutions though national newspapers and the business press.



Massmedia will also target consumers, promoting the services the ING

Bank division provides, including mutual funds, insurance, portfolio

management, corporate and private banking and capital and money market

services.



Financial institutions, particularly medium-sized and regional Italian

banks, will also be targeted, as they can distribute ING’s products.



Massmedia Partners director Giovanni Landolfi said there were two main

objectives to the campaign.



’The first is to raise the company’s visibility, in particular their

selling of mutual funds and insurance, which means gaining market share

among other banks and financial institutions,’ he said.



’The other main task is gaining market share among the banks which

provide services and products to regional and medium-sized banks.’



Main rivals to ING in Italy include Banca Fideuram for retail banking,

while on the corporate side, competitors include several foreign banks

including US firm, JP Morgan.



ING has a 20-strong team in Milan. Its clients include Telecom Italia,

Deutsche Bank and Banca Woolwich.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.