Bartle Bogle Hegarty swept past The Martin Agencyto win the creative account of ING Direct.
The New York agency defeated crosstown rival Berlin Cameron/Red Cell and Martin of Richmond, Va., in the finals of a creative shootout for the financial service's advertising account. The business is estimated at $50 million.
Incumbent Howard, Merrell & Partners of Raleigh, N.C., did not participate in the review. The process was overseen by Pile & Co., a Boston consultancy.
More than 20 agencies responded to an initial request for proposals, sources said.
ING Direct is the online and telemarketing unit of the Wilmington, Del.-based ING Group.