HSBC Premier – Banking without boundaries: redefining premium banking
JWT
SUMMARY
There used to be a time when ad agencies claimed to have helped their clients create products – like Mr. Kipling or 'the right hand diamond ring' (DeBeers). Times have changed and ad agencies are less expected to be involved in the development of products. And more often ads are expected to do most of the work, i.e. make-up for a not so differentiated product – “That's the creative challenge!” clients will say.
But this is a story about how planning redefined premium banking – a category that was...