HSBC: Locally global

Delwyn Swingewood and Peter Stringham

Peter Stringham is HSBC's global marketing chief. Here, in conversation with Delwyn Swingewood, he discusses how the bank balances local and global communication requirements, the value of research, how CRM is changing marketing and where great advertising comes from.

HSBC: locally global

Peter Stringham, HSBC, talks to Delwyn Swingewood about selling a local bank to the world

 

Exadman Peter Stringham is the driving force tasked with turning HSBC Holdings into a single global banking brand.

It is four years since HSBC Holdings embarked on a mission to create a single global banking brand. No easy task. The change meant bringing 60 different financial brands, from the Midland in the UK to Amarindus in Brazil, under one umbrella. When Canadian Peter Stringham arrived as global marketing chief in 2001 the bank was still experiencing the aftermath of...

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