PROJECT: “GROWTH INITIATIVE” AGENCY: JP / KOM CLIENT: HSBC FINALIST CORPORATE (CSR)

The “Growth Initiative” is HSBC’s strategy for becoming the “Leading International Bank” in Germany. To foster HSBC’s perception as international core bank especially amongst German mid-sized enterprises (“Mittelstand”), communication focused on the following levers: (1) Leverage expertise in “Faster Growing Markets”; (2) Emphasize international connectivity; (3) Issue surfing; (4) Storytelling. This combination proved to be successful: In 2014, share-of-voice and sentiment scores for HSBC in Germany were top-in-class amongst all markets worldwide.