Andrew Zimakas, VP Marketing at ING DIRECT said: “The financial services industry has undergone dramatic changes since ING DIRECT came onto the scene almost 15 years ago. It was time to take a fresh look at how to keep our brand evolving and to stand out from the competition. We’re at a point in the brand’s lifecycle where we are becoming more important in the everyday lives of our clients. With the launch of THRiVE Chequing™ we now have the products to serve Canadians in all of their day-to-day banking needs. We felt this required a major shift in how we market the bank to Canadians, and we’re excited to be working with john st. on this next evolution of the ING DIRECT brand.”
John st. will begin working with the ING DIRECT team to assess the brand strategy and identify growth opportunities. New advertising would not likely be in market until sometime in 2012.