Banking group HSBC Holdings has appointed Charles Barker BSMG on a
consumer brief to publicise its digital television banking service,
which launches next month.
HSBC aims to be the first national provider of TV banking when its
service launches mid-October.
Charles Barker’s contract lasts four months and is worth around pounds
75,000 in fees. The agency beat Ludgate and Paragon, who pitched
jointly, to the account.
HSBC’s service will appear on Open, the digital interactive TV
consortium which is backed by BSkyB, HSBC, BT and Japanese electronics
Customers will be able to use the channel for full banking services and
to make payments to television shopping services.
HSBC has traditionally carried out most of its PR in-house under head of
group external affairs Richard Beck, with some help from Ludgate on
asset management PR.
Beck said: ’Charles Barker has been hired to help with the launch, and
to access media we don’t normally have contact with, like the consumer
press and newspaper correspondents.’
Charles Barker financial services Europe head Phil Anderson, who is
leading a team of seven on the account, said: ’As well as consumer PR,
we will be doing personal finance PR, which is moving off the financial
pages and into the mainstream media.’