HSBC has appointed David Delaney to head global brand management of its lucrative private banking business.
Delaney (pictured) joins HSBC this week from Barclays, where latterly he oversaw its brand management operation. He will be based at HSBC’s St James’s Street offices in London, with a global brand management brief.
Part of Delaney’s newly formed role will be to manage the bank’s external consultancy relationships, which are part of HSBC’s group level agreement with WPP, explains HSBC global head of marketing for private banking, Tony Joyce.
‘As HSBC Group we have an agreement with WPP, and we do the vast majority of our marketing work for the private bank with 141 Worldwide,’ Joyce explains. The integrated agency has been handling most of the business’s branding work, he says, together with the bank’s in-house creative team.
‘David has very deep experience of managing critical design issues around the brand from his time at Barclays,’ Joyce continues. ‘His is a new role – it has been done by a combination of people until now – and his appointment reflects the increased importance of marketing with our private banking business.’
Delaney will also oversee the Luxembourg-based in-house team, which works on a global basis for the private banking arm. Joyce confirms that there are no current plans to extend or reduce the remit of the team.
Delaney says his new position will require him to help ‘make the private bank more visible in the HSBC portfolio’, and to manage the balance between internal and external branding projects. The role will be partly for him to shape,’ he says.
Delaney’s last role at Barclays, where he was based for 17 years, is to be split up as part of the bank’s decentralisa – tion of its marketing operations. Barclays’ marketing director, Jim Hytner, is also set to depart before the end of the year.
Delaney helped establish Barclays’ in-house design team before joining its nascent brand management operation. He helped oversee the bank’s rebrand in 2000 by Interbrand and later Williams Murray Hamm (DW 27 November 2003).
- Key HSBC divisions: personal financial services, commercial banking, private banking and corporate, investment banking and markets
- Global marketing and advertising deal with WPP
- Consumer-facing account managed by JWT, branding by Landor Associates
- Private banking arm branding largely overseen by 141 Worldwide