The agency's new stance for the brand is 'Personal support, for your Personal Economy'.
The new positioning for HSBC Premier is 'Personal support, for your Personal Economy'. Commenting on the win, Anil Nair, CEO and managing partner L&K Saatchi & Saatchi says, "HSBC has given us the mandate on the 'premier' business which is very challenging and exciting. We look forward to creating interesting work in collaboration with the HSBC team in India."
The campaign took an inside-out approach for the re-launch, starting with HSBC's own relationship managers to better understand the real challenges that their clients face. Extensive research, consultation and interviews with relationship managers and clients revealed the insight that high net worth individuals across the world have one major characteristic in common: they have their own individual, highly personal economy. Interconnected to all aspects of their lives - whether home, family, work, experiences or passions - their personal economies are always with them, always changing and needing care and attention in order to grow.
Originally launched in 2007, HSBC Premier targeted a global affluent audience with a tailored service, providing their clients with their own relationship managers, and offering products and services such as credit cards, loans, savings accounts and investment products, with a focus on international reach and services.
The re-launched offering gives clients a suite of wealth management products, including investment advice and portfolio management, protection, retirement and education investment.
In January this year, Publicis Groupe acquired 51 per cent share in the Indian ad agency, Law & Kenneth, integrating it into Saatchi & Saatchi India, after which the latter has been re-branded as L&K Saatchi & Saatchi.