Voya Makes a Name for Itself

When ING U.S. was rebranded as Voya Financial in the spring of 2014, the company launched a massive, well-orchestrated marketing campaign to reach all its stakeholders, from customers and distributors to employees. While newer media channels such as digital, mobile, search, and social successfully positioned Voya as a “retirement company” in a crowded financial services marketplace, some time-tested marketing basics were revisited to ensure the rebranding was executed as effectively and cost efficiently as possible.