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ING promotes 'human side' in corporate ads

KUALA LUMPUR ING, the world's 12th largest financial services company, will launch a corporate brand campaign to position itself as a more personable brand.

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KUALA LUMPUR ING, the world's 12th largest financial services company, will launch a corporate brand campaign to position itself as a more personable brand.

Created by Lowe & Partners Malaysia, the campaign is built around the line 'Make life worth more' which aims to boost the Dutch-based company's appeal as a results-driven firm with a human side. The campaign will run mainly in the national press.

Lowe was handed the ING corporate brief in July, but missed out on the product advertising account in a pitch earlier this year, won by Y&R. ING spent US$1.2 million on corporate and product advertising last year.

"We have ended the year on a high. We have had a few good wins, and our creative reputation is one of the best in the market,"said Lowe Malaysia MD Khairudin Rahim.

The agency has also filled the executive creative director role vacated by Adrian Miller earlier this year. Ng Heok Seong, currently at Mercury Creative Consultants, a company he co-owns, will take over the Lowe creative department in January 2007. Ng spent 17 years at DDB Malaysia, rising to associate creative director at Naga DDB where he partnered Adrian Miller, then Ted Lim. He worked on accounts including Johnson & Johnson, Mercedes-Benz and Philips.

"I am confident that Seong's talent and reputation will help take Lowe Malaysia to the next level of our creative development and business growth,"Rahim added.

This article was first published on Media Asia

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