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first direct appoints CheethamBell JWT as its sole digital agency |
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Monday, 24 September 2007 |
HSBC subsidiary, first direct, has appointed JWT Digital Manchester, part of CheethamBell JWT to handle all of the bank’s digital and direct response press advertising.
First direct, based in Leeds, was one of the UK pioneers in telephone banking and subsequently online banking.
Media planning and buying for the account remains with Mindshare in London.
JWT Digital will be working with the bank’s marketing department in Leeds to create a new digital strategy for the brand in addition to managing the online and off line direct response marketing activities.
The agency’s London office has worked with first direct for a number of years on the bank’s above the line advertising but this is the first time the agency has undertaken any digital advertising for the bank.
 McKay
McKay would not be drawn as to the value of the new business beyond conceding it was “substantial”.
Around 20 people are retained by the digital operation of JWT Manchester, a dozen of whom are dedicated staff.
Other agency digital clients include Stena Line, Magnet, Game Station, Cumbria Tourism and Lambrini.
CheethamBell JWT employs 90 staff in total in Manchester.
www.cheethambelljwt.com
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