HSBC – How a brand idea helped create the world's strongest financial brand
Ian MacDonald and Orlando Hooper-Greenhill – JWT
If you have a client who is looking for genuine integration and creative media ideas around a global campaign, this is the paper for you. HSBC wanted to create a brand with meaning and values that would help establish a strong global identity and image. ‘The world's local bank’ was a brand idea born from a belief in embracing the variety and richness of culture in the world. It was launched in 2002, marrying brand, marketing and business...