ING Direct appoints The Works as lead agency to handle customer engagement responsibilities

One of Australia’s leading independent agencies, The Works, has been appointed as lead agency for customer engagement strategy, encompassing digital marketing, data planning, advocacy and social media for ING Direct.

Having won a pitch for the bank in late 2015, The Works again went up against other agencies to be appointed for a new product launch for the brand.  

Says Douglas Nicol, partner, The Works: “ING Direct has an amazing relationship with its customers, they achieve the highest NPS score in the category and it shows when you talk to the audience and hear the passion for the brand. The Works team is very excited to be working with the ING Direct team and the strategic and creative opportunities they are allowing us.”

Says Fiona Nicol, head of marketing, ING Direct: “A data driven understanding of customers is really important to INGD, along with the ability to engage with customers in a creative and relevant way. This, combined with our mutual digital capabilities, makes The Works a good fit for us. We’re excited about the possibilities.”