The joint venture between HSBC Holdings and Merrill Lynch & Co. is expected to tap Lowe
Lintas & Partners Worldwide for its $50 million-plus global account. Lowe Lintas will brand the new online banking and investment services company, tentatively called Merrill Lynch HSBC. Lowe beat out Bates Worldwide and Merrill Lynch agency of record J. Walter Thompson Co., both London. The assignment doesn't include the U.S., but will cover 23 other countries.
Copyright July 2000, Crain Communications Inc.