MPG scoops £60m Credit Suisse brief

Havas media network beats three to win bank's global task.

Media Planning Group has scooped the £60 million global media planning and buying account for Credit Suisse, the financial services company.

The Havas-owned agency beat Aegis Group's Carat, Publicis Groupe's ZenithOptimedia and WPP Group's Mediaedge:cia in the final round of the review.

Interpublic Group's Initiative, the incumbent, was knocked out of the pitch after the first round. Initiative had held the account since 2003.

The global account includes advertising for the First Boston brand, plus Credit Suisse's investment banking, private banking and asset management arms. It will be led out of MPG International's London office.

Credit Suisse operates in more than 50 countries, but its key growth markets include China, Singapore, Hong Kong, Germany, Brazil and the UK.

The pan-European market makes up the largest share of its global media spend. UK media spend is £3 million.

Credit Suisse currently uses mainly print and broadcast media, but plans to increase its investment in digital and multi-platform campaigns.

The financial services company recently signed a major sponsorship deal with BBC World. The deal, which was brokered by Initiative, includes a multi-platform sponsorship of the news channel's upcoming Visionaries series.

Last year, Credit Suisse ran a global advertising campaign to raise awareness of the unified brand and to reposition it as "the world's premier bank". It was created by McCann Erickson, which picked up the global advertising account in 2005 from Euro RSCG.

Francesca Krist, the vice-president of corporate advertising at Credit Suisse, said the global appointment was effective immediately, adding: "We look forward to working with MPG International."

- Feature, page 20.

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