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The Martin Agency Loses Creative Bid For ING Direct

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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.