HSBC: Global B2B – Prime 2019

Angus Bannerman, Mark Newton

Global banking brand HSBC used a multichannel approach, based on asserting and building mental associations, or 'forward encoding', to grow awareness of its services in the international business-to-business arena.

Campaign details

Brand: HSBCBrand owner: HSBCLead agency: PHDContributing agencies: Grey, Hogarth, PlexusMarket: GlobalIndustries: Magazines - business, trade, Newspapers, Online display, Outdoor, out-of-homeMedia channels: BanksBudget: 3 - 5 million

Executive summary

HSBC is a long-established partner for serving international businesses banking needs. In a highly competitive global business banking marketplace, maintaining and building upon these positive international associations is critical.

This Priming ad campaign delivered a new stream-of-awareness-type communications with the aim of asserting and building mental associations between HSBC and international banking services in our...

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