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.
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.
Edelman’s efforts have led to a wide and diversified coverage in leading national, business and consumer Italian media outlets, reaching an AVE (advertising value equivalent) of around 1 million euro in the first 15 months since the start of Edelman assignment.