For HSBC we offer a truly 360 degree solution. As their budgets don’t necessarily include TV, the online component is hardwired into the process at the very beginning of their marketing strategy. What that means is the same creative teams are responsible for POS, out of home, print, direct mail and all online components. That way, as a challenger brand within Canada, HSBC can ensure they’re ‘on message’ throughout all of their marketing activity. Together we’ve managed to build a new Canadian bank brand outside of the global look and feel but within the global strategy, to create a sense of awareness as innovators in media channels that banks generally do not play in, and, arguably most importantly, sell products and services.