BBDO Benchmarks ING in TV Ads, Shows

ATLANTA ING, the Dutch financial services company, has launched a new broadcast and online advertising campaign from BBDO here, the company said.

Two 30-second television spots are airing on ABC, NBC, CBS, Fox Sports, TBS, TNT, ESPN, The Learning Channel, CNBC and USA networks through the end of the year. The company also secured agreements to place its park bench, which was a prominent part of the last campaign, on some shows airing on several of the networks.

The ads introduce a new tagline, “Your future. Made easier.” They replace the spots used during 2005, which also were produced by Omnicom Group’s BBDO Atlanta. The ads are designed to move the company beyond brand recognition and promote the variety of financial services it offers, the company said.

“It’s time to take the brand to the next level,” said Trisha Conahan, senior vice president of brand marketing for the Amsterdam-based company.

The company retained the iconic bench and distinctive orange color from its previous campaigns, Conahan said.

In one of the spots, a couple engages in a snowball fight before ending on the ING bench together. The end of the ad reveals that they are characters in a snow globe.

In the other spot, a worker joins a fellow employee on the ING bench and presses a button to order coffee. The camera reveals a complicated series of gears behind the scene as the coffee is made, then delivered through a small door.

“The main point of the ads is that the financial world can be complicated and ING can make it easier,” Conahan said.

Spending on the campaign was not disclosed, but the company increased its marketing budget this year by about 40 percent over last year, Conahan said. ING spent $56 million on ads in 2004 and $36 million through September 2005, according to TNS Media Intelligence.

The company’s headquarters for the Americas is in Atlanta. BBDO Atlanta acquired the account in August 2004 without a review.