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