Lowe Lintas & Partners Worldwide has been chosen to spearhead the
dollars 100 million launch of Merrill Lynch and HSBC’s global online
banking and investment business.
The network, which won the global HSBC account in February 1999, beat J.
Walter Thompson and Bates to secure the account.
The pitch process was led from the network’s London offices. Lowe Lintas
will develop the creative for the integrated campaign, which is
scheduled to be launched at the end of the year, from its Knightsbridge
Simon Morris, an art director, and Geoff Smith, a copywriter, conceived
the creative idea for the pitch.
Initiative Media will handle the global planning and buying for the
account, also from its London office. Lowe Direct, Lowe Digital,
Decipher, Lowe Hunt & Partners (Australia) and Roche Macaulay (Canada)
will also work on the account.
Merrill Lynch and HSBC announced their joint venture in April and began
looking for an agency last month. The launch is designed to capitalise
on HSBC’s global reach while using Merrill Lynch’s investment
The new service will target high-earning consumers who have between
dollars 100,000 and dollars 500,000 to invest. It will offer services
including unit trusts, mortgages, debit cards and stockbroking.
The service, which has yet to be named, will have its headquarters in
London. Marketing will be run by Victor Dodig, the chief marketing
officer for Merrill Lynch HSBC.
Paul Hammersley, the chief executive of Lowe Lintas, said: ’This will be
a fully integrated global account. It will pull on the resources of key
agencies around the world.’