HSBC is looking to advance its purpose marketing strategy to connect with more customers and drive the brand’s reputation.
Cutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
In the face of depleted brand value, HSBC created its ‘Together We Thrive’ campaign, which saw the implementation of a new global brand identity that helped the bank tell highly localised stories.
The bank’s global head of marketing, Leanne Cutts, doesn’t believe marketing will go back to how it was before the Covid-19 pandemic and nor does she want it to.
Congratulations to all the winners of this year’s Marketing Week Masters awards, including Grand Prix winner Direct Line Group and Brand of the Year KFC.
With Christmas only two months away, confidence in personal finances, the wider economy and major purchase intention have all taken a “worrying” slip.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Natalie Nahai.