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SINGAPORE -- The HSBC Group's efforts to establish a single global brand continue with the appointments of Lowe Lintas & Partners Worldwide to handle local advertising business in the U.K. and Malaysia.

Although Lowe Lintas picked up in 1999 the global account for HSBC, a wholly-owned subsidiary of the Anglo-Chinese HSBC Holdings Group, the banking giant has used different agencies in some markets to handle local campaigns. In the U.K., for instance, the estimated $20 million business was previously with London-based St. Luke, which pitched against Lowe Lintas.

In Malaysia, where the bank is known as HSBC Bank Malaysia Berhad, it was not disclosed which agency used to handle the $4 million account. The Kuala Lumpur office of Lowe Lintas will handle all personal banking products, including HSBC "Premier," home loans, unit trusts, credit cards, Internet banking, corporate image and Islamic banking products in Malaysia.

The two wins follow a recent appointment of the Interpublic Group of Cos.-owned agency in Hong Kong, where the HSBC business is worth $13 million.

Lowe Lintas now handles HSBC in most markets, including: the U.K., France, Spain, Greece, Turkey and Malta in Europe; Hong Kong, India, Malaysia, Sri Lanka and Australia in Asia/Pacific; Argentina and Brazil in Latin America; and United Arab Emirates, Gulf States, Lebanon, Egypt, Israel and South Africa for the Middle East/Africa region. -- Magz Osborne and Ali Qassim

Copyright April 2001, Crain Communications Inc.

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