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