A thoughtful approach

Although ING is not one of the best-known financial brands in the UK, it is one of the biggest banks in the world – with employees spread across four continents. Communicating with such a widespread workforce is no easy task, which is why we were brought in to help write their global, internal magazine.

Getting internal magazines right is a careful balancing act. They need to help employees feel like a valued part of the organisation. But they also need to offer real insight into the business and even provoke lively debate. The ING magazine was structured around three main sections – news, features and employee focus. This gave us the opportunity to bring out the personable side of the organisation as well as do fairly in-depth studies of the challenges they face and the general business climate in their sector. And of course, for ING this meant taking a truly global view.

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