HONGKONG and Shanghai Bank is probably better known as a conventional retail and commercial banking giant than a treasury operation but the image, at least, is about to change.
The group is bringing all its money market and derivatives businesses under the umbrella of the HSBC Markets brand, a move it hopes will boost its profile in treasury operations including derivatives.
''In a sense, now, we are all things to all people. People can contact one unit of HSBC Markets rather than having to go around the world to see who does what,'' said Stuart Gulliver, head of treasury and capital markets of HSBC Markets.
The new name will cover all the HSBC group's treasury operations; the bank's, Wardley's, Midland Global Markets, Trinkhaus and Burkhardt and Samuel Montague.
The entity formerly known as Carroll McEntee and McGinley becomes HSBC Securities under the HSBC Markets' umbrella.
''It makes a big difference because it is clearly a more unified approach. Putting this branding out simplifies the market story. How we are perceived by our customers is first and most important,'' Mr Gulliver said.