Profero beats rivals to win HBOS account

LONDON - Independent digital agency Profero has landed the search and digital media account for banking giant HBOS group's international divisions.

Profero beats rivals to win HBOS account

Profero beat incumbents Isobar and search agency Spannerworks to win the business, which also includes an affiliate marketing and branded content brief.

HBOS runs its international division through Bank of Scotland International – a legacy of the merger of Halifax and Bank of Scotland in 2001.

However, the banking group is set to restructure, creating international products from Halifax and Birmingham Midshires, in addition to existing Bank of Scotland products, under the HBOS name.

Profero’s initial focus will be promoting Bank of Scotland International, before the banking group consolidates its offshore operations in the New Year.

The agency will run the account through its Performance division, headed by Ross Jenkins.

The division combines search engine and affiliate marketing, media planning and buying and emerging platforms.

The Performance division won the account for internet phone firm Vonage in October, a month after being established.

Profero has extended its global reach over the past year and now has offices in London, Paris, Munich, Madrid, Milan, Singapore, Hong Kong, Shanghai, Tokyo and Sydney.

The agency will exploit this international reach to attempt to gain online customers for HBOS.
Profero’s client list includes Disney, Dyson, Fiat, Mini and Virgin Atlantic. However, it lost the high-profile account earlier this year.

The review of agencies by HBOS does not affect its UK agency relations, according to the bank.

Media agency Vizeum handles HBOS’s UK media planning and buying, including digital, while Spannerworks has also worked on the group’s UK search activity.

HBOS has been busy online this year. The group hired the e-mail marketing agency eCircle for an acquisition drive, and integrated agency Dialogue DLKW and usability firm Amberlight for a website overhaul.


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