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HSBC's Global Marketing Head Explains Review Decisionnew york HSBC Group global marketing chief Peter Stringham has been mulling a worldwide review since early 2002, when he realized that HSBC used hundreds of below-the-line shops. "We just gave up [counting] at about 200," Stringham said. Another factor in HSBC's decision last week to review its estimated $600 million global marketing account was WPP's purchase last summer of HSBC roster shop Bates, Stringham said. After the deal, WPP folded most of Bates into other WPP shops, thereby turning one shop into three: J. Walter Thompson in London, Red Cell in Europe and Bates in Asia. The London-based client also saw a need to consolidate media duties, with the business split among Publicis' Zenith Media, Omnicom's PHD and IPG's Lowe, which also is HSBC's lead creative agency. HSBC executives will visit participating shops, and each team will get a "brand-strategy exercise" for final presentations, slated for May.Heineken Pokes Fun at Elections in Publicis SpotNEW YORK Publicis in New York today breaks an election-themed Heineken spot that shows two bewildered partygoers looking out the window at a dance instructor training a donkey as another coaxes an elephant. One of the voyeurs observes, "It's going to be a long year," as a voiceover promises, "We're here to help." The 30-second spot is a continuation of Heineken's ongoing "It's all about the beer" campaign, which primarily targets 21- to 34-year-old males. Last week, the beer brand broke a spot that depicts a desperate man telling his sleeping girlfriend, "I love you," in an effort to reach his beverage.Soldano Joins MindShare; Will Defend $375 Mil. AmEx BizLOS ANGELES Former Optimedia president and COO Steve Soldano last week joined WPP's MindShare North America as worldwide strategic planning director, the agency said. Soldano, 43, heads the media network's $375 million American Express buying and planning account, which MindShare is defending against IPG's Initiative Media and Aegis' Carat. Soldano has been consulting since leaving Publicis' Optimedia in 2002. He succeeds Steve Lanzano, who left in September to join Havas' MPG as head of U.S. operations.Idell to Oversee Advertising For Twentieth Century FoxLOS ANGELES Cheryl Idell, president of InterMedia Advertising Group, a company that measures ads' effectiveness, is moving to Twentieth Century Fox early next month to head the studio's media and research departments, sources said. She will replace Steve Siskind, evp, media and research, who resigned last week. Idell also will oversee the studio's $270 million ad account. WPP's MindShare handles Fox's media buying.6 Compete for Starbucks' $20 Mil.+ AssignmentLOS ANGELES Six agencies will contend for Starbucks Coffee Co.'s $20 million-plus creative and media account, sources said. Finalists in the review, due to be decided this month, include independents davidandgoliath in Los Angeles and Modernista! in Boston; IPG's Carmichael Lynch in Minneapolis; Omnicom's BBDO in Chicago and Merkley + Partners in New York; and Publicis in Seattle. Both the client and consultancy, Mercer Island Group in Mercer Island, Wash., declined comment. Starbucks' search began last fall when LB Works in Chicago was folded back into Publicis' Leo Burnett, which was thought to be in conflict for holding McDonald's.News RoundupEight O'Clock Coffee is looking for a creative shop in New York, New Jersey or Connecticut to handle its account, the client said. President Barbara Roth, who is running the search with vp of marketing David Allen, said spending will be "significantly higher" than in recent years. The client spent $1 million on ads last year, according to Nielsen Monitor-Plus. … Goodby, Silverstein & Partners in San Francisco will create print and TV for Banana Republic's fall collection, the client said last week. The Omnicom shop bested Gap shops Laird + Partners in New York and Publicis' Leo Burnett in Chicago, and non-roster shops aR Media and Omnicom's TBWA\Chiat\Day, both New York.

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