HSBC has picked Publicis-owned Saatchi & Saatchi to replace WPP’s JWT to lead its global advertising business.
The bank has tasked the creative shop to craft a new brand positioning for the business that will also span its advertising at airports worldwide.
Rather than just buy the creative expertise of Saatchi & Saatchi, HSBC has gained a mix of services spanning DigitasLBI’s digital knowhow and MSL Group’s communications knowledge that will form a specialist division that Saatchi & Saatchi will steer from its new London offices.
The agency has been on the bank’s advertising roster since 2012, when it worked on the bank’s Premier and Sponsorship accounts before moving on to handle its Asset Management and Insurance briefs.
Magnus Djaba, global president of Saatchi & Saatchi and chief executive of Saatchi & Saatchi London, said: “HSBC is at the forefront of change in the fast moving financial services sector and we are delighted and proud to have been chosen to help them deliver that message to global consumers.”