Group M's Maxus has also tightened its grip on the HSBC subsidiary, extending its hold to Hang Seng's media planning. According to Alison Ho, senior public affairs manager, corporate communications department, Hang Seng Bank: "Maxus has been handling media buying for some time and since Burnett works well with Maxus it was a natural process to give them the planning as well."
She added that Burnett outgunned competitors - incumbent FCB, DDB, CWT- CM and Grey Global Group - with a "strong presentation that best suited Hang Seng's communications".
Noting that the bank's last large scale branding initiative was in 2000, Ho said: "For any bank, below-the-line is very important for building customer relationships. We will of course be looking for cost efficiencies."