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
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,
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
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.