HSBC Bank USA Launches New Brand Advertising Campaign

Business Wire, April 19, 2005

NEW YORK -- HSBC Bank USA, N.A., (NYSE: HBC) the U.S. banking unit of one of the world's largest financial institutions, today launched a new brand advertising campaign focused on its New York profile and intended to define its global tagline: "the world's local bank." The bank's first major brand campaign in the U.S. mixes television, print, radio and outdoor advertising in high volume, with updated bank branch designs.

The body of work also represents the first full campaign created by advertising agency JWT New York for HSBC in the U.S. since the client/agency relationship began in June 2004. JWT and its parent WPP Group plc partner with HSBC businesses around the world.

"Because we have one of the largest branch networks in New York, we wanted to speak directly to New Yorkers about our strengths here,'' said Kevin Martin, senior vice president and head of customer marketing for HSBC Bank USA. "The sometimes humorous executions differ from typical bank advertising while making a very serious point about HSBC. Our very DNA stems from HSBC's history of building businesses using insights gained from operating in 77 countries to better serve customers wherever they live."

The campaign speaks directly to New Yorkers and identifies the city as one of the most diverse in the world, made up of people from nearly every country and culture. All advertising executions underscore that HSBC - which does business on six continents is ideally suited to serve the diverse needs of New Yorkers and their local culture.

The campaign includes the TV spot, "Commuter" from acclaimed director Errol Morris. The outdoor strategy, designed to be highly visible throughout New York City, includes coverage of Grand Central Terminal and Penn Station, subways, taxis, bus shelters, phone kiosks, coffee cups, commuter rails, a Times Square billboard and more. Radio and print round out the media buy.

"We've been busy developing product-specific executions," said Walt Connelly, executive creative director on HSBC for JWT NY. "But, in order to break through in this hyper-competitive category, we needed to connect with New Yorkers through a brand campaign that focuses on the bank's global presence and local understanding."

About HSBC Bank USA, National Association:

HSBC Bank USA, N.A. has nearly 400 branches in New York State, a network of branches in Florida and California and one branch each in Delaware, Pennsylvania, Washington State, Oregon and Washington, D.C. It is the principal subsidiary of HSBC USA Inc, an indirectly-held, wholly-owned subsidiary of HSBC North America Holdings Inc., one of the nation's 10 largest bank holding companies by assets. For more information about HSBC Bank USA and its products and services visit http://us.hsbc.com.

About JWT:

JWT, which celebrates its 140th anniversary this year, ranks as the largest advertising agency brand in the United States and as the fourth largest fullservice network in the world. Its parent company is WPP (NASDAQ: WPPGY).