From local to global
29 August 2012
MOST IMPROVED PURCHASING OPERATION -
STEP CHANGE - HSBC
The company’s ubiquitous advertising slogan reflects the expansion and higher profile of the purchasing function, writes Geraint John
HSBC’s global advertising campaign, with the strapline “the world’s local bank”, is somewhat paradoxical. It emphasises the differences in culture and customs between nations; yet it is the product of a single agency contract designed to bring a degree of uniformity to the company’s branding.
There are parallels with the development of HSBC’s purchasing...