HSBC Launches New Brand Advertising Campaign
11 March 2002
HSBC Bank USA today announced the launch of a new branding campaign, which will leverage its status as one of the worlds few, global financial organizations and highlight its unique ability to also operate as a truly local organization in each of the markets that it serves. This move is part of a branding initiative that HSBC Group has undertaken throughout the world.
"The importance of knowing and understanding the local market is ingrained in our corporate culture," said John Carroll, Executive Vice President and Head of Marketing, HSBC Bank USA. "When you bring in our global presence and strength, you have a powerful combination, which our new positioning reflects."
HSBCs new tagline, "The worlds local bank," is the synthesis of this positioning. "Being local means more than just speaking the language," noted Carroll, "Our offices around the world are staffed by local people who understand local customs and needs."
Over the next few weeks HSBC will roll out a new advertising campaign, collateral materials, and signage, incorporating the tagline and positioning. "Never underestimate the importance of local knowledge," will be the theme of print and broadcast advertising, which will run in HSBCs major markets in New York and Florida. A special highlight of the campaign will be HSBCs first-ever ad to be aired during the Academy Awards on Sunday, March 24th. HSBCs lead international advertising agency, Lowe & Partners Worldwide worked with the company to develop and refine its positioning and created the global brand advertising.
The HSBC brand first became highly visible in the United States in 1999 when its main US operating entity, Marine Midland Bank, changed its name to HSBC as part of a global effort to create a unified brand for the HSBC Group.