Collins, formerly HSBC's head of marketing communications planning for commercial lending, becomes head of direct marketing. Reporting to HSBC's overall head of marketing, Ian Ogilvie, he will oversee a budget estimated to be worth £10m.
Collins replaces Martin Shaw, who left in August for personal reasons. Shaw had overseen the bank's previous DM agency review, which resulted in the appointment of shops including Rapier and Advertising Principles.
Above-the-line communications are handled by Lowe, with Bates appointed to a special project earlier this year.
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