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Lowe Lintas wins account for Merrill Lynch/HSBC venture

Merrill Lynch and HSBC have awarded the advertising account for their

joint global investment services and online banking venture to Lowe Lintas

& Partners Worldwide.

The venture, using the working title Merrill Lynch HSBC, will be launched

later this year.

Part of the ad agency&#39s primary responsibilities will be to develop the

branding strategy for the new investment company.

The deal is worth more than £100m to Lowe Lintas over the next 12 to

18 months. It was selected after what Merrill Lynch HSBC sources call an

extensive review of a number of global advertising agencies.

Merrill Lynch and HSBC announced the creation of the investment company in

April with a combined investment of £666m.

The target audience is wealthy clients who want to make informed

investment decisions for themselves.

HSBC brings to the table its global presence as one of the world&#39s biggest

banks, its existing client relationships and processing capabilities.

Merrill Lynch offers its investment capabilities and its research teams.

Merrill Lynch HSBC chief marketing officer Victor Dodig says: “In Lowe

Lintas we are confident we have selected the right agency to develop a

communications strategy to differentiate the Merrill Lynch HSBC offering as

we roll out our service across the UK and the world over the next few

years.”

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