HSBC is reviewing its pounds 13 million UK creative account, which
has been held by St Luke's since 1995.
The agency has been asked to pitch for the business against HSBC's
global agency, Lowe Lintas & Partners, and Bates UK. The latter agency
recently lost its main financial services client, Halifax, to Delaney
Lund Knox Warren & Partners.
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 modern red and white HSBC hexagon. The agency's founders
have worked with the account since 1989, when it was won by Chiat
Lowe took charge of HSBC's global creative work in 1999. It was briefed
to rebrand 19 different brands in 79 countries as HSBC.
The bank is in the process of diverting a substantial slice of its
marketing budget away from high-profile above-the-line campaigns in
favour of below-the-line activity. In January, it completed a
below-the-line review with the appointment of Rapier as HSBC's lead
Lowe & Partners Worldwide won the global rebranding account after a
pitch against the Bates, BBDO and Ogilvy & Mather networks. The pitches
were run out of HSBC's global headquarters in London.
HSBC is a wholly owned subsidiary of the HSBC Holdings Group. The 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 operations
Lowe and St Luke's refused to comment. HSBC was also unavailable for