INSIGHT

ING tasked Edelman to regain ground in the growingly competitive banking services arena and challenged our firm to evolve its brand as the undisputed pioneer – and current leader - in the Italian digital banking space. Their ask also included a strong leverage on all existing ING programs and initiatives, extending communication efforts from the predominant product-based activities to an integrated approach.

IDEA

Edelman developed a comprehensive communication plan for ING, focused on the bank’s key messages – innovation, empowerment, simplicity and agility - addressing not only its retail division, but its wholesale banking offering as well. Edelman supported the Corporate Communication’s team of ING in creating a strategy going beyond media relations, including speaking opportunities, corporate social responsibility, and public affairs ad hoc programs.