Guidance for ING Barings from Blundell MacCallum

Investment bank ING Barings is preparing to implement a strategic redesign of its corporate image, carried out by Blundell MacCallum.

The contract was won following a paid pitch involving five companies. Blundell MacCallum’s corporate communications experience and its understanding of the personality of ING Barings were important factors in securing the deal, according to managing director Steven Blundell.

There has been increasing activity in the investment banking sector, with a number of client mergers taking place and, consequently, companies providing marketing services are increasingly in demand.

ING Barings is part of the ING Group. The bank offers services relating to corporate and institutional finance, equity and financial markets. It has an extensive network of offices in Latin America, Central and Eastern Europe, Southern Africa and Asia.

With headquarters in Amsterdam and London, it operates in 49 countries, employing more than 10 000 staff worldwide.

Blundell MacCallum was briefed to strengthen the organisation’s existing brand identity, with new guidelines describing how it should be used across the full range of ING Barings’ marketing mechanisms.

Blundell MacCallum has also announced that it is to open an office in New York in the next two months and is undergoing a programme of development into mainland Europe, although the precise location will not be officially confirmed for six weeks. The openings are in response to increasing client demand.

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