ING launches global campaign focused on human versatility

ING has launched a global and integrated brand campaign for its wholesale banking business based on the insight that successful client solutions are achieved by combining hard and soft skills. In this age of rapid change and digitalisation, it’s still the versatility and creativity of people that is the real differentiator in successfully doing business in the financial industry.

The new format will be used in advertising, on trade fairs and in client communications and can be recognised by its consistency and form in an equation. The campaign launched in ‘The Economist’ of 25 March.

The format is based on market research, where clients have identified ING’s people’s soft skills such as commitment, perseverance and dependability as the key differentiators to doing business with them. Using relevant client issues, in the form of equations, hard and soft skills are combined which lead to success.

Marleen Crooijmans, head of Global Marketing at ING Wholesale Banking, adds: “Innovation is nothing without intuition and understanding. Digital tools can aid decision-making, but only the versatility of human beings can create true value. People need systems, but systems also need people. Together we leverage on new technological developments and foster human capabilities.“

 

progress = risk assessment + vision

 

transformation = new business model × culture

 

peace of mind = business opportunity + risk analysis

 

What is your equation for success in this disruptive world?

Numbers are only digits without the common denominator for success – people power. At ING we can help your business thrive by tapping into technology and innovation while harnessing the limitless potential of the human spirit.

Visit ingwb.com/equation for more information