The Martin Agency Loses Creative Bid For ING Direct

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.