After three years with Droga5, Sydney ING Direct shifts interim advertising responsibilities to Soap

Australia: ING Direct is evolving its advertising platform as part of a drive to be positioned as a primary bank in Australia. As a result ING Direct’s digital agency Soap will take on interim advertising responsibilities from Droga5, which has held the business for the last three years.

Head of marketing at ING Direct Chris Kenny says Soap has shown great capability in creative and understanding where to take the brand.

Says Kenny: “We have an excellent working relationship with Soap and had good success in building customer advocacy. Soap is well positioned to take on the interim role.

“ING Direct would like to thank Droga5 for helping the bank achieve significant milestones over the past 3 years: Achieving 1.5 million customers; Shifting perception from savings bank to primary bank; Market leading position as a challenger bank; Launching the category changing Living Super; Number 1 Net Promoter Score in banking.”

ING Direct’s media relationship with Universal McCann remains unchanged.