ING trawls agencies for global ad drive

ING, the Dutch financial services giant, is seeking a London agency to spearhead a global ad campaign aimed at raising its corporate brand.

The brief is linked to ING’s title sponsorship of the Renault Formula One team, which it uses to push its corporate brand to consumers.

German agency Kemper Trautmann, which created ING’s inaugural global F1 campaign this season, has not been invited to pitch.

ING Group has longlisted 12 London agencies with a view to appointing one sooner rather than later. The shortlisted agencies will be briefed later this month.

Gabor Dani, marketing and advertising manager for the ING Renault F1 sponsorship, is overseeing the review. He says: “We really want to create an unconventional corporate campaign without all the clichés.”

The work will break in March next year ahead of the first Grand Prix race of the season. Its most recent campaign ran in 25 countries aimed at sports viewers and a mass retail audience, as well as some work across multi-territory business-to-business channels including BBC Worldwide and CNN.

It also ran in print and online, positioning ING as a top-tier global company in banking, insurance and asset management. The objective of the first campaign was to raise the profile and awareness of ING globally.

The new work will be expected to build on this brief.

The review does not affect Vallance Carruthers Coleman Priest, which handles advertising for ING Direct, the UK-based internet brand.

F1 reaches almost 50 million viewers globally, with 17 races broadcast across the season. ING confirmed a three-season deal with Renault in October last year. It followed the departure of tobacco brand Mild Seven, which left the sport after 13 seasons of sponsoring Benetton and Renault teams.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here