Eight months into a "significant reorganisation" of its marketing team, HSBC's UK CMO says the restructure has opened new opportunities for the brand's marketers and is allowing them to become "digital specialists".
HSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.
Cutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
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.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.