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

Feb 5, 2018

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.