Agency Opps: HSBC kicks off media review (Score 50)
Sales Lead: HSBC recently kicked off the media review we let you know about in November.
- This shift could replace PHD USA, HSBC/s media AOR since 2018.
- The company will likely:
- Conclude the review soon
- Shift strategy
- Return to higher spend
- Conduct additional reviews
- Target demographic:
- Millennials and Gen-X with a male skew
- HSBC utilizes cause marketing to promote its sustainability efforts, which specifically appeal to eco-friendly millennials.
- Millennials and Gen-X with a male skew
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2023, HSBC has allocated roughly $5.5k toward national TV commercials, a mere fraction of the roughly $308.6k allocated within the same 2022 timeframe.
- Last year: Last year, the company allocated around $538.7k toward this channel after having allocated less than half of this, around $248.5k, in 2021.
- 2023 ad programming: HSBC's 2023 commercials have targeted male golf fans watching LPGA Tour Golf.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has spent approximately $383.2k on digital ads YTD, almost half of the approximately $701.6k spent by this point last year.
- YTD data: So far this year, HSBC has earned ~89.2m digital impressions via desktop display (76%), Facebook (16%), Instagram (5%), YouTube (2%), and mobile display (1%) ads.
- Top site destinations for this year's desktop display ads include yahoo.com (89%), bloomberg.com, espn.com, msn.com, and cnn.com.
- Last year: The company's estimated full-year 2022 spend reached $966.3k, less than half of that of $2.3m in 2021.
- Additional channel insights
- The company utilizes OOH, print, local broadcast, and digital ads.
- HSBC sponsors podcasts such as Stories from NPR, No Agenda, The News Agents, FT News Briefing, and Spitting Chiclets.
Additional agency insights:
- Opportunity: Reach out to be included in the media review and keep HSBC on your radar for additional reviews once it concludes.
- Current agency roster:
- PHD USA: Media AOR (2018)
- WPP's Wunderman Thompson: Creative AOR (2020)
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
