全球 – 汇丰银行(HSBC)正式就其媒介及创意业务召集全球性的比稿,这将可能影响到其与WPP旗下的智威汤逊和传立媒体长达八年的合作关系。

据悉,汇丰银行的采购部将会领衔此次比稿的过程,但汇丰的集团市场总监Chris Clark将全权负责。汇丰银行每年的全球广告花费约为6.5亿美元。

先期,汇丰银行可能将会集中在创意的需求上,并且消息人士称很可能会根据不同的业务选择数家创意商,而不是整合给单一的创意商。其现任创意商智威汤逊(JWT)有望被保留在阵容中。

2004年五月,WPP集团赢得了当年的这一大比稿,并且以“Team HSBC”的概念终结了汇丰银行同LOWE和ZenithOptimedia的多年合作关系。Team HSBC主要由智威汤逊和传立媒体组成。

Although HSBC is yet to settle on a global strategy since scrapping “the world’s local bank” it has used the line “in the future” in much of its marketing activity to promote its business and trade proposition.

A spokeswoman for JWT said: “We are prouder than ever about our relationship with HSBC. The primary objective of this process is to fulfil an audit and governance requirement, and we are confident that we will continue to deliver on this partnership for years to come.”

By: admin


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