Business on the move: Shell, HSBC, Asda, and more


By Sam Bradley | Senior Reporter

January 25, 2018 | 5 min read

Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.

Agency wins

The Campaign Against Living Miserably (Calm) has hired Brand & Deliver to help secure brand partnerships in the UK. Calm, which campaigns to reduce male gender bias in suicides, is aiming to create partnerships which can promote brand success and drive social change at the same time.

HSBC picks Saatch & Saatchi to lead its global advertising business

HSBC is to review its $400m global media planning and buying account.

The British Business Bank has appointed Engine to run a content and promotional campaign.

The government-owned business development bank hired Engine after a competitive review, and their campaign is due to launch in March.

Kingston Technology has appointed Impero as its strategic partner for brand strategy and communications. Kingston, the world's largest independent manufacturer of memory products, has tasked the independent creative agency with creating a strategy to attract the next generation of consumers.

Fast-food chain White Castle has appointed Merkley+Partners to lead creative responsibilities for their restaurants, in addition to their grocery business, which they have handled for 18 months. Crossmedia will continue to handle media duties for White Castle.

Cats Protection, the animal welfare charity, has awarded their social media retainer to Immediate Future.

The agency, which specialises in social, won the account following a competitive pitch.

Iconic Birmingham landmark The Cube has appointed creative communications agency RBH to promote the city-centre destination. The full service agency will provide PR, marketing and social media services with the aim of raising The Cube's profile.

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Canal & River Trust has hired MSQ Partners as its lead communications agency. Tasked with driving brand awareness and customer engagement activity, MSQ won the brief following a competitive process run through Creativebrief.

The Trust's brief will be split between MSQ's agencies, with The Gate leading brand awareness initiatives including creative, media planning and buying and Stack will lead on customer engagement.


HSBC is to review its $400m global media planning and buying account, currently held by WPP-owned Mindshare. The incumbents held the account following a review in 2012. ID Comms is advising on the pitch.

Asda has announced a review of its entire advertising business, including media, digital and creative accounts.

The move is part of a drive to consolidate the hundreds of agencies it currently works with and, according to chief customer officer Andy Murray, "better engage with customers across channels, both physical and digital."

Mars has hired ID Comms to help run its global pitch for a new media agency. The confectionary, pet care and packaged food brand is in the middle of a campaign to streamline its operation from a three-agency structure to a single global media partner.

Global oil and gas company Shell has launched a review of its global creative and media business, after decades of working with JWT and MediaCom, both owned by WPP.

JWT has held the petrochemical firm's global creative account since 1997, while MediaCom won the global brief in 2005, having held the UK media account since 2001.


Boutique experiential agency Bee has relaunched as Hyphen. The agency, part of Omnicom's Cosine Group, has had a complete rebrand including a new name, logo and brand identity.

Kantar TNS has teamed up with Qualtrics to offer increased holistic customer experience capabilities. The WPP-owned market research agency said that the partnership will help brands put customers at the heart of their business.


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