Credit Suisse to review £56m global media

Credit Suisse is understood to be reviewing its £56m global media planning and buying account. The financial services company is believed to have approached a number of undisclosed agencies to pitch for the business, which is handled in the UK by Initiative.

It is not known if Initiative, which has held the account for more than a decade, has been invited to repitch.

It follows a repositioning of the financial services company, which saw it merge its investment banking arm, Credit Suisse First Boston, with its private banking and financial services arm.

The rebrand was backed by a high profile global advertising campaign last year. The campaign, which was created by McCann Erickson, aims to portray Credit Suisse as a “fully integrated bank”.

McCann Erickson won the global creative business in September 2005 following a competitive review. WPP-owned branding agency Enterprise IG was behind the “One bank” rebrand, which saw the First Boston moniker dropped after 27 years.

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