HSBC is one of the world’s largest banks serving 47 million customers operating in 71 countries around the world. The Global Banking team provides financial services and products to corporates, governments and institutional clients. As part of its client communications, the bank has created its Foresight Agenda which aims to create thought leadership-led marketing focusing on how innovation is changing the business landscape.
The call to action
The campaign is focussed on the factors shaping business decision-making in light of the rapid changes taking place in technology and innovation. The campaign seeks to position HSBC as an authoritative voice by encouraging discussion among business leaders – both largescale incumbents and new market entrants – to better understand how the changing value chain will impact on firms over the long-term.
The campaign produced a range of web content including video and pdfs for Global Banking marketing channels. The campaign also generated a short marketing brochure highlighting some of the key business challenges in light of innovation. This was rolled out at the World Economic Forum in Davos in 2016.
“We've worked with Cicero on a number of projects since 2015. Their role is to work with our in-house team to develop insight-driven content for marketing campaigns targeting our major global banking clients. I continue to be impressed by the quality of the teams' insight, proactivity, and the quality of their work. They engage fluently with our most senior stakeholders, and are willing and able to both interpret and challenge a brief, which is why we call in agencies! I am happy to recommend the team”
Aimee Peters, Head of Marketing, HSBC Global Banking