Bates bags the creative and media duties for ING’s Optimix

Following a multi-agency pitch, Bates, Mumbai, has bagged the creative and media duties for Optimix, an asset management product from ING Investments. The size of the account is estimated to be around Rs 5 crore.

Confirming this development to agencyfaqs!, Sumeet Vaid, chief marketing officer, Optimix, says, “Optimix will be India’s first multi-management investment solutions company. Therefore, our mandate to the agencies that came for the pitch was to simplify this complex product and define it in a simpler language. In this respect, the presentations made by Bates were most unique and close to what we require. That’s why the business has been awarded to them.”

He adds, “In the next five years, our objective is to make Optimix a sizeable player in the retail investments and savings market.”

In the first phase of the campaign, the media mix will include print, trade specific media and event based media.

Talking about the new win, an enthused Subhash Kamath, CEO, Bates India, says, “ING is a fantastic organisation to work with. What led to this marvellous win, I believe, is the combined effort of our planning and creative teams.”

For the record, OptiMix is a division of ING Investment Management [I] Private Ltd.

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