Dutch bancassurer ING Groep NV has begun the process of splitting into two parts - an insurance operation and a banking operation. This process will also involve on-going rebranding, as over the next few years, ING transforms itself into a smaller, Europe-focused bank. Our agency is responsible for ATL & BTL rebranding of ING Wholesale Banking in the Czech Republic and Slovakia.
ING Commercial Banking is more than just an enterprise. It represents the principles, values and ideas that are evoked every time the name 'ING' is mentioned. As in case of any other B2B company, there are two basic kinds of advertising – image and product advertising. With ING, for both countries, we have implemented an especially 'conceptual' image advertising campaign, which is intended to influence the way people think about ING Commercial Banking, or to communicate a particular characteristic of ING Commercial Banking which is not product-related.
An example of 'conceptual' image advertising: