The Havas network saw off Carat, MEC and ZenithOptimedia to clinch the account. Incumbent Initiative was knocked out at the first stage.
The regional business will be run from Hong Kong by business director Grace Yao, who will report to London-based global account director Peta Corsan. MPG has yet to be fully briefed, but the agency is expected to work on the investment bank’s rebranding push and boost the company’s exposure online.
“As a network, MPG has few global clients, so this is a great vote of confidence for us — especially in Asia, where we are new,” said Stuart Clark, general manager of MPG Singapore and Malaysia.
MPG already handles BNP Paribas, Société Générale, Goldman Sachs and Dresdner Kleinwort. “In this sector, clients want applied expertise, rather than worry about conflict,” added Clark.
