HSBC: Reclaiming leadership, one touchpoint at a time

ShiQi Lee, Mark Haycock, Adrian Adshade

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

Campaign details

Brand: HSBCBrand owner: HSBC Commercial BankingLead agency: MullenLowe Group SingaporeContributing agency: PHD SingaporeMarket: SingaporeIndustries: BanksMedia channels: Content marketing, Online display, Online video, Print - general, unspecified, Programmatic display, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

In 2018, commercial bank HSBC CMB Singapore had come out of a period of de-risking and set an ambitious growth target to grow its share of the SME market from 10% to 15% by 2021. The marketing team had to rediscover their voice in the...

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