ING Uses Ads to Get Its New Voya Name Out There

As of next week, ING U.S. will be history

The company formerly known as ING U.S. is rolling out ads that tout its new brand name—Voya Financial—and set the table for a new campaign later this year.

The new ads, from lead agency BBDO in Atlanta and digital shop iCrossing, arrive as the financial planning player undertakes the ardous process of changing everything from its email addresses to sales and marketing collateral. By this time next week, the old ING moniker will be no more.

Voya, which Interbrand helped develop, is a made-up word but nonetheless suggests the "voyage" of planning for the future, said Ann Glover, the company's chief marketing officer. And while the corporation is rebranding, it's keeping its signature orange color.

"Orange signals optimism. So, we really wanted [to keep] that orange [color], which differentiates us in the financial services category," Glover explained.

The new print ads are straight-forward, with one execution, for example, bearing the headline, "A New Kind of Company. Introducing Voya Financial." TV ads from last year, which introduced the motief of "orange money," have been edited to incorporate the the new name at the end.

Although Glover hasn't re-branded a corporation before, she has named new products in previous jobs and that experience informed the ING changeover. Earlier in her career, Glover held a series of marketing roles at PepsiCo.

"You've got to be really clear about what your naming criteria are because that gives you something to go back to," Glover told Adweek. "You also have to work very closely with your internal groups and the groups that know you the best to help them understand that this was a process that you're going through.

"And quite frankly, you want to help them to understand that not everybody will love the new name. It has to grow on you and we have to bring it to life," Glover added. "So, there was a whole education process for our stakeholders as we went through the process that I think was very, very important."

Of course, other made-up corporate names like Hulu, Verizon and the now defunct Cingular, weren't heartily embraced at the onset, though Hulu and Verizon now feel like household names, thanks to reams of brand advertising.

"We studied a lot of brands that had been birthed and actually used some of [those] that now are so familiar," Glover said. "And to date, the audiences that we care about really understand that Voya is about this voyage, this journey to and through retirement. You know, if we say it often enough, everyone will feel really good about it."