Interpublic trips up Bates to win HSBC Brunei job

<p>BANDAR SERI BEGAWAN: The Hong Kong & Shanghai Banking Corporation (HSBC) </p><p>in Brunei has appointed DraftWorldwide Malaysia to take on its </p><p>strategic, direct and relationship marketing assignment for personal </p><p>banking and credit card products. </p><p><BR><BR> </p><p>Fellow Interpublic Group (IPG) agency Lowe Lintas & Partners in Kuala </p><p>Lumpur was assigned the branding brief. </p><p><BR><BR> </p><p>The incumbents were Cordiant's Bates and 141. </p><p><BR><BR> </p><p>It is the second time in six months that Cordiant has lost out to IPG - </p><p>in April, Draft and Lowe Lintas snatched the HSBC Malaysia account, said </p><p>to be worth at least US$4 million. </p><p><BR><BR> </p><p>No figures were released for the latest win. </p><p><BR><BR> </p><p>Draft Malaysia's managing director Jerry Rajendram said the client asked </p><p>for a presentation that focused on both agencies' through-the-line </p><p>abilities, as well as strategic and creative recommendations. The </p><p>account moved shortly after that. No other agencies were involved in the </p><p>review. </p><p><BR><BR> </p><p>"We pitched with Lowe Lintas together. The strengths of each agency </p><p>worked together to win the account. </p><p><BR><BR> </p><p>"I hope this relationship bears fruit and opens up the doors to HSBC </p><p>operations in the rest of the region,"Rajendram said. </p><p><BR><BR> </p>