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Rating:News Ads to Hit the Waves Not Rated 3.0 Email Routing List Email & Route  Print Print
Monday, May 21, 2001

News Ads to Hit the Waves

Reported by Tony Pennino

Atlanta, Georgia-based ING Americas has tapped Jordan McGrath Case & Partners of New York City to launch a multi-million dollar advertising campaign for the financial services firm. Advertisements will appear in print and on television.

Targeted toward middle-class and emerging affluent investors, the campaign will appear in such national publications as The Wall Street Journal and USA Today. On the television side of the campaign, there will be commercials on cable and network stations. The firm is looking for spots on such diverse programs as Friends and The West Wing.

The firm's tagline will be, "ING. It's not an ending, it's a beginning."

"Following our acquisitions of ReliaStar Financial and Aetna Financial Services in 2000, we committed to making the ING brand name as recognizable in the U.S. as it is abroad," stated R. Glenn Hilliard, chairman and chief executive officer at ING Americas, articulating the firm's strategy. "Today, ING is executing on a "click-call-face" customer-focused business model, which means providing individuals with world-class financial products and services that meet their wealth protection and wealth accumulation needs, through the distribution channel of their choice."

"Now it's time to tell our story and connect with American consumers," he continued.

ING Americas is a part of the ING Group, which is based in Amsterdam, Holland. 

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