HSBC consolidates global advertising account into Lowe & Partners

LONDON - HSBC Bank has consolidated its global advertising account into Lowe & Partners Worldwide following the bank's decision to move its $20m (£13.9m) US account into the agency.

The account was moved into the agency without a review after two years with the New York office of Wolf Group.

The move comes almost a year after HSBC awarded Lowes its £10m UK account following a three-way pitch against 12-year incumbent St Luke's, and Bates UK.

Lowes won HSBC's international account in 1999, which is also handled out of the London agency.

The shift in New York was made without a pitch and, according to an HSBC spokesman, it was made to bring together HSBC's global advertising with one agency.

Last month, Lowes unveiled its new worldwide campaign for HSBC as the bank strives to establish the HSBC name as a global brand.

The campaign focuses on HSBC's ability to understand different cultures around the world and deal with them on an individual basis as a global brand.

A 60-second TV commercial opens with an American businessman walking to a meeting where they all stand to save time. It then cuts to show the different approach of Japanese businessmen, who prefer to take their time with decisions. The ad then shows how, in Thailand, baring the soles of one's feet is considered offensive, while in Greece an open-handed gesture is equally abhorrent.

The ad ends by positioning HSBC as a worldwide, but local, bank with an explanation of how highly it values local knowledge when dealing with money.

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