Online bank ING Direct has named Sydney's The Works as its new agency to head customer engagement, reports marketing and media news website Mumbrella. The win grows the agency's share of ING's business after it won a pitch for the bank's creative account last year. ING ran a competitive pitch for the new product launch that will have customer engagement at its heart. Fiona Nicol, head of marketing for ING Direct, told Mumbrella that "a data driven understanding of customers" was crucial to the win. At last week's Actuaries Institute forum, "Banking on Capital", Nicolette Rubinsztein, a director at UniSuper, admitted that at one point she was running marketing for Colonial First State. "I actually ran brand and advertising and found it quite frustrating because it is so much more art than science," she admitted. "I did try to bring some science into [the job], engaging an analytics firm to try to evaluate what the flow-on impact of our advertising spend was. Interestingly one of the recommendations was to spend more money on advisers."