HSBC awards pounds 10m UK account to Lowe Lintas

Lowe Lintas has won the pounds 10 million UK account for the HSBC

bank in a three-way pitch against the 12-year incumbent, St Luke's, and

Bates UK.



The move follows Lowe's appointment to HSBC's international account in

1999. The bank said the move was designed to establish a single global

brand - and the need to have a single agency in order to achieve this

goal. Additionally, HSBC felt that St Luke's did not have the

international capability needed to take on the task.



Chris Thomas, the chief executive at Lowe, commented on the issue of

adding the UK work to the global account: 'Clearly there is a global

relationship, but we were asked to look at the UK market and take a

perspective on the UK brand. It's a powerful brand in this country -

we'll be looking to build on this. This is a great start to the year and

shows how our momentum has increased since last year.'



St Luke's was responsible for rebranding the company from the Midland

Bank to HSBC in 1998 - the work included dropping the familiar griffin

logo for the red and white HSBC hexagon. The agency's founders have

worked with the account since 1989, when it was won by Chiat Day.



Lowe was tasked with rebranding 19 different banking brands in 79

countries as HSBC when it took on the global task in 1999. It produced

an international campaign based around the creative idea 'eat, sleep,

drink, bank'.



In January, HSBC completed a below-the-line review with the appointment

of Rapier as its lead strategic agency. Media for HSBC, handled by New

PHD, is not affected by the review.



The HSBC group acquired the Midland Bank, then independent, in 1992.



It has 1,700 offices in the UK that are part of 5,000 offices and

operations worldwide.



The news coincides with Lowe's New York office winning the Verizon

Communications account, thought to be worth between dollars 350 million

to dollars 400 million. The Verizon Group is the largest integrated

fixed line and mobile telecommunication company in the US. AT&T is the

largest fixed line telecoms company.



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