The bank’s leaner marketing team now operates through “centres of excellence”, with hubs covering digital acquisition, insights, big planning and performance.
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.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Consumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Heinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.