Out with Billy, in with orangutan
An orangutan named Charles has become the new face of ING Group’s banking business, ING Direct, replacing the quirky Scottish comedian Billy Connolly.
The announcement comes with ING Direct’s launch of a new marketing campaign, featuring an educated, cultured and human-like orangutan as a customer of the bank.
Head of branding and communications at ING Direct, Christian Bohlke, said while Connolly had been essential in building the bank to become a household brand, Charles will enable the firm to get more specific about its offers and “build on the full range of products and services we have to offer”.
Connolly has fronted ING Direct and ING Australia brands for 10 years, since 2000. He will remain the face of ING Australia until November, when ANZ owned wealth management and insurance business is relaunched as OnePath.
AUTHOR
Milana Pokrajac
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