Assignment 9

"brief" for a regional advertising campaign

DO YOUR THING means freedom, a promise that ING will offer a personal, simple and
smart banking experience. Personal translates into a process developed with them in mind.
Simplu gives them the option of everyday banking operations, where they don't have the
complexity behind the feel of a bank's operation. And Smart means ideas and new
technologies that bring relevant solutions within their reach.
So whatever they want to do, whether it's spending more time in the garden or launching an
art gallery, ING says DO YOUR THING, we're here to support you.
At ING we believe that the world is moving forward for all those who think, in which, with
imagination and determination, they build a better future for themselves and for those around
them. We want to help them turn their vision into reality and always be one step ahead, both
in life and in business.

In our commitment to our customers and partners, we have defined four promises that
underlie our strategies.
1. Let's develop Clare and Simple products and services
2. Be with us anytime and anywhere
3. Let's give them the tools and information they need to make the right decisions
4. Let's ensure our services every day

Among the existing advertising agencies in Romania, after a scroll on the Internet, I chose
to collaborate with Publicis Groupe.
Publicis Groupe Romania, present for 25 years on the local market, is the largest
marketing, communication and digital transformation group in Romania, based on the
synergy between Creativity and Technology. The group offers clients access to the most
advanced Services and Work Tools, concentrated in four areas of expertise: Communication,
Media, Data and Technology.
With solid expertise in all relevant business verticals, Publicis Groupe Romania ensures,
through its business model - Power Of One - a fluid Management of the Resources and
Competences allocated to each individual Client.
 The portfolio of Publicis Groupe Romania includes some of the strongest marketing and
communication agencies in the world: Publicis, Leo Burnett, Saatchi&Saatchi+The Geeks,
MSL The Practice, Zenith, Starcom and Spark Foundry.

To develop and maintain effective communication with employees in the banking

industry, there are a number of public relations (PR) tools that can be used, such as:
1. Recognition and Rewards Program: Implementing a recognition and rewards
program is essential to motivate and reward employees.
2. Briefing sessions: Organizing regular briefing sessions or meetings with
employees is important to communicate major changes in the organization,
strategies, goals and priorities.
3. Workgroups - beneficial to involve employees in decision-making and
organizational initiatives.
4. Professional development program: Investing in the professional development of
employees is important in a dynamic industry such as banking (training programs,
seminars, workshops or mentoring), to increase the knowledge and skills of
employees.
5. Internal newsletters: Developing periodic internal newsletters is an effective way
to keep employees informed about the latest news from the bank. Newsletters can
include information about the organization's achievements, changes in internal
policies, upcoming events, useful resources and employee success stories.

Banks also use a variety of public relations (PR) tools to promote their services, build
customer trust and manage reputation.
1. Press releases, to announce new product and service launches, bank management
changes, financial results and other relevant information to customers, investors and
the media.
2. Digital marketing and social media, managing social media pages, creating relevant
and educational content, online advertising campaigns.
3. Media relations, providing statements, scheduling interviews with financial-banking
experts and facilitating access to events and press conferences.
4. Collaboration with influencers to promote their services and increase customer trust
(sponsored content campaigns, interviews or collaborations in PR events and
activities).
 5. Public relations events, product launches, financial education seminars, conferences
and participation in exhibitions or fairs

As with other promotional tools, when analyzing when and how to use public relations in
promoting a product, managers must establish PR objectives and strategy, choose PR
messages and vehicles with which these messages are to be communicated, implement the
public relations plan and evaluate the results. The firm's public relations must be well
harmonized with all other promotional activities within the overall integrated marketing
communications effort.