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HSBC appoints Saatchi & Saatchi to global strategy brief

HSBC appoints Saatchi & Saatchi to global strategy brief

HSBC has chosen Saatchi & Saatchi to steer the banking brand’s new global positioning, incorporating its upcoming TV ads and worldwide OOH airport estate.

The bank is utilising a range of services across Publicis Groupe’s DigitasLBI and MSLGroup, which it brought together to pitch, with staff from the agencies based together in a specialist division in the new Saatchi & Saatchi London office on Chancery Lane to work on the account.

The agency has worked with HSBC since 2012, on its premier and sponsorship accounts before moving on to handle asset management and insurance briefs, as well as the brand’s sponsorship of rugby and golf tournaments, the high-earning-individuals service HSBC Premier and a new membership offering called Jade.

“HSBC is at the forefront of change in the fast moving financial services sector and we are delighted and proud to have been chosen to help them deliver that message to global consumers,” commented Saatchi & Saatchi global president Magnus Djaba.

UPDATE [27 January]: HSBC has subsequently released a statement insisting that JWT remains a “valued partner” on its roster of agencies, despite rumours that Saatchi & Saatchi had been made ‘lead’ agency. Below is the statement in full.

“Following recent speculation HSBC would like to clarify the position regarding our advertising agency roster arrangements.

“JWT remain valued partners on our global roster of agencies, leading our efforts in retail banking across key regions and geographies. They have recently been awarded assignments for two of our key UK sponsorship properties, British Cycling and the Wimbledon AELTC partnerships.

“In 2016, HSBC conducted an exploratory project to look at the future direction of our overall brand strategy and asked two of our incumbent agencies, Saatchi and Saatchi and JWT, to look at a strategy-only brief. Saatchi and Saatchi were asked to develop their proposal further.

“In addition, WPP remain a key partner for HSBC globally. HSBC has not moved any creative assignments from their current agencies.”