Financial services giant Credit Suisse has awarded its £60m global media planning and buying account to Media Planning Group (MPG). The Havas-owned agency won a four-way pitch after the incumbent, Interpublic Group’s Initiative, was knocked out in the first stage. Inititative had held the account for four years.
WPP’s Mediaedge:cia, Aegis-owned Carat and Publicis Groupe’s ZenithOptimedia were also involved.
The account will be handled from MPG International’s London office and will include plans to further expand Credit Suisse’s presence from print and broadcast media with digital and multi-platform campaigns. It will also include work on the First Boston brand. McCann Erickson won the Credit Suisse advertising account in 2005 from Euro RSCG and last year launched a global campaign to reposition the brand.