ING Americas appoints new CMO
Financial services corporation ING Americas appointed Ann Glover as its new chief marketing officer heading up corporate strategy, according to the company
Glover joins the Hartford, Conn.-based company from The Hartford Financial Services Group Inc., where she spent seven years. Most recently Glover was The Hartford’s group senior vice president of corporate relations and CMO, a role held since 2002.
Prior to The Hartford, Glover spent 13 years in various marketing roles at the Pepsi-Cola Company, overseeing brands like Aquafina and Mountain Dew. Glover holds a Bachelor of Arts in Biology from St. Michael’s College and an MBA from Northeastern University.
Glover will work in ING Americas’ Windsor, Conn., location and reports to Thomas Waldron, executive vice president of human resources and brand at ING Americas. She succeeds Toby Hoden, who was appointed to the newly created position of CMO for ING Investment Management Americas. In this capacity, Hoden leads all of ING Investment Management’s communications, marketing and brand development initiatives.
ING Americas is a division of Netherlands-based ING Groep N.V. The company offers a range of financial services to consumers and businesses, including retirement planning, savings accounts, mutual funds, investment banking and management, employee benefits and more. The company serves more than 14 million customers across the country.
Glover spoke further with WinmoEdge and shed light on her plans and duties as ING Americas
’ top marketing exec.
Glover will be responsible for the gamut of marketing activities at ING Americas, including brand development, advertising, sponsorships, diversity and cause marketing, creative services, market research and regulatory communications in the United States, Canada and Latin America.
“First and foremost, I’ll be focused on the great work already in progress. For the past seven years, ING has been building a unique brand position for itself,” she said. “Our goal is to be known as a financial services company that is approachable and committed to making it easier for Americans to save and protect their assets.”
Glover said that she will be working on taking the company’s existing brand awareness activities and further positioning the company to better compete with larger banking institutions.
“When ING first launched the brand in the U.S. back in 2001, we were focused on creating a general awareness and ensuring that customers understood what ING was about,” she said.
To drive awareness, ING ran commercials that showcased its iconic park bench and orange motif. The company also sponsors marathons in different cities, including the world’s largest in New York City.
“Based on the success of these campaigns, consumer awareness for ING today rivals that of much older, established brands,” she said. “Now, seven years later, we’re looking at ways to resonate more closely with consumers so they know more about the wide range of products and services behind the orange brand.”
Glover said that ING Americas recently bowed an integrated marketing campaign dubbed “Your Number” which is designed to help consumers understand their “number” – or the amount of money they need to have saved by retirement age.
“For the near term, it’s about staying the course while finding new ways to leverage the unique position ING has created for itself,” Glover said.
According to The List database, the Atlanta office of New York-based BBDO is ING America’s creative agency.
According to Nielsen Monitor-Plus, the company spent about $57.7 million on media in 2006. About $23.2 million was spent on spot television ads, about $12 million was spent on cable television ads and about $10.6 million was spent on Internet advertising.
Be sure to put in a congratulatory call to ING Americas’ new CMO if your agency has ideas on how the company can creatively leverage its brand equity. If your agency has expertise in reaching multicultural audience, integrated project work may be available for upcoming campaigns targeting specific consumer segments. Also consider an approach if your firm has sponsorship opportunities that would be relevant to ING and its customer base.