Mindshare retains HSBC global media buying and planning

REINO UNIDO HSBCHSBC has chosen WPP´s Mindshare to handle its global media buying and planning account. Mindshare retains the estimated USD 600 million global account after a review that began last fall.

Mindshare has been in charge of the account since 2004. Earlier this month, HSBC decided to split creative duties among three agencies, including JWT and sibling Grey, both designated as lead agencies. Publicis Groupe’s Saatchi & Saatchi also received an assignment.

The review was overseen by Chris Clark, group marketing director at HSBC, who is overseeing a repositioning of the bank’s marketing strategy. As part of that repositioning the bank has done away with its longstanding tagline, “The World’s Local Bank.” The bank is also reorganizing its marketing division and reassessing how it allocates spending across media.