Campaign details
Brand: HSBC Commercial BankingBrand owner: HSBCLead agency: MullenLowe Group SingaporeContributing agencies: PHD Media, The Editor GroupMarket: SingaporeIndustries: BanksMedia channels: Content marketing, Newspapers, Online display, Online video, Television, Websites & micrositesBudget: 500k - 1 million
Executive summary
In 2018, HSBC CMB Singapore had come out of a period of de-risking and was given an ambitious growth target to increase its share of the SME market from 10% to 15% by 2021. The marketing team had to rediscover their voice in the market and were...