TMW Unlimited bosses can rest easy – for a few days at least – after HSBC has decided to extend the agency’s six-year tenure on the CRM account, following what the bank insisted was “a fantastic job in responding to the pitch brief” during a statutory review.
The high street bank’s roster of direct, digital and promotional marketing agencies is as long as your arm, and includes McCann Birmingham, Wunderman Thompson, Possible, We Are Social, and Geometry Global among others. In total six agencies were involved in the review, including Wunderman and McCann.
However, HSBC is not averse to change. Last year, the company moved its global media account from Mindshare, the incumbent for over 13 years, to PHD.
Following TMW’s reappointment, the agency will continue to manage customer engagement, product and proposition communications to 14.5 million HSBC customers in the UK. It will work across the bank’s full product portfolio, including current accounts, loans, credit cards, mortgages, savings and wealth management, insurance and international travel and payment services.
A key strategic focus will be activating HSBC’s “Together we Thrive” brand promise, designed to demonstrate how products and propositions have been devised to best meet customers’ evolving needs, as well as engaging a younger, digital audience in the face of increasing competition from challenger banks.
HSBC head of 121 customer communications Hardeep Sidhu said: “TMW did a fantastic job in responding to the pitch brief – they demonstrated their strategic and creative credentials and that they understand exactly what HSBC stands for as a business. We look forward to building on the great working relationship that we have developed over the last six years.”
TMW business director Karen Morris added: “We’re absolutely delighted to be continuing our valued relationship with the team at HSBC UK. Over the last six years, we have gone from strength to strength and delivered some brilliantly effective work. We have big ambitions for the future of HSBC’s customer engagement and product marketing.”
HSBC hauls in direct and digital shops for roster review
Finance firms ‘must give loyal customers better deals’
Forget robots, we prefer a human, say bank customers
Finance firms told to embrace open banking data or die
Marketers plough budget into exploring new technology
Why finance firms must fall back in love with direct mail