ING Direct has a new lead agency.
Goodness Mfg., the advertising arm of Trailer Park, outstripped Gotham in the final round of a creative review that began late last year. Annual media spending is projected at $25 million and account revenue at about $2 million.
Trailer Park is owned by Lake Capital, a venture capital firm that’s based in Chicago. The company's other marketing investments are SolutionSet, MediaWhiz and VFM Interactive.
Goodness, which is based in Hollywood, Calif., also works for the likes of LucasArts, Google, Coda Automotive, Toshiba computers, Newegg.com and El Pollo Loco.
The last TV campaign for the online bank, from GWP Brand Engineering in Toronto, skewered the hassles of traditional banking. In each spot, a consumer frustrated by a traditional bank is urged to touch the orange ball that has been part of ING Direct's iconography since its launch in 2000.