One of Australia’s leading independent agencies, The Works, has been appointed as the lead firm for ING Direct’s customer engagement strategy.

Having won a pitch for the non-major bank in late 2015, The Works again went up against other agencies to be appointed to drive customer engagement for ING Direct’s new product launch, which will encompass digital marketing, data planning, advocacy and social media.

Douglas Nicol, partner at The Works, said ING Direct has an amazing relationship with its customers.

“They achieve the highest NPS score in the category, and it shows when you talk to the audience and hear the passion for the brand,” he said.

“The Works team is very excited to be working with the ING Direct team and the strategic and creative opportunities they are allowing us.”

ING Direct’s head of marketing, Fiona Nicol, said a data-driven understanding of customers is really important to the bank, “along with the ability to engage with customers in a creative and relevant way”.

“This, combined with our mutual digital capabilities, makes The Works a good fit for us,” she said. “We’re excited about the possibilities.”