The transfer consolidates below-the-line creative with JWT's existing above-the-line remit, with both agencies being part of WPP's Team HSBC, charged with working on the bank's global advertising business since mid-2004.
The realignment is thought to reflect the superior client servicing levels demonstrated by JWT's HSBC team, led by regional management director Aparna Guruprasad, and is expected to be complete by late 2005. "As part of our commitment to Team HSBC, we will support the centralisation of the business in Singapore to JWT," said Bates/141 CEO Matt Godfrey.
The realignment is thought to reflect the superior client servicing levels demonstrated by JWT's HSBC team, led by regional management director Aparna Guruprasad, and is expected to be complete by late 2005. "As part of our commitment to Team HSBC, we will support the centralisation of the business in Singapore to JWT," said Bates/141 CEO Matt Godfrey.
The shift comes with JWT rolling out a new 'Investments & Insurance' campaign, targeted at young professionals. According to Guruprasad, the campaign -- which includes press ads and a personal investing guide pack -- focuses on the simplicity of taking the first financial planning step.
"Traditionally, banks have focused on more mature and financially established adults in the age group of mid-30s and above for their wealth management offering," said Guru-prasad. "This is partly due to the fact that young professionals aged 25-plus tend not to give much thought to financial planning. They are caught up in the balancing act between their careers on the one hand, and having a vigorous social life on the other."
"The campaign idea creates an analogy with simple everyday tasks and presents them in a fashionable style to strike a chord with our audience." sm
