The decision comes following a review from last Autumn, with Mindshare and ZenithOptimedia named as the finalists for the account.
According to Andrew McMains of AdWeek:
The media decision comes four weeks after HSBC split its creative business among three agencies: JWT, Grey and Saatchi & Saatchi. As part of the creative search, the bank asked each agency to recommend a media shop, according to a source. Grey and JWT, both units of WPP Group, naturally put forth sister shop Mindshare. Likewise, Saatchi suggested fellow Publicis Groupe agency Zenith.
In 2012, HSBC reported global revenues of over $68.3 billion and after-tax profit of more than $15.3 billion. The win is Mindshare's second this year following February's capture of the $400 million Lionsgate film and TV advertising account.
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