Campaign Imminent: HSBC finishes media review, increases spend (Score 53)
Sales Lead: HSBC recently concluded a review by retaining Omnicom Media Group as its global media AOR.
- Omnicom's PHD previously handled the account, which it won in 2018 from Mindshare.
- The company will likely:
- Launch a new campaign soon
- Shift strategy
- Conduct additional agency reviews
- Target demographic:
- Millennials with a male skew
- HSBC utilizes cause marketing to promote its sustainability efforts, which specifically appeal to eco-friendly millennials.
- Millennials with a male skew
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, HSBC has allocated roughly $5.5k toward national TV commercials, a massive decrease from the rughly $538.7k 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 enthusiasts watching LPGA Tour Golf.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has spent approximately $932.5k on digital ads YTD, 18% more than the approximately $787.2k spent by this point last year.
- YTD data: Since the beginning of 2023, HSBC has earned ~175.3m digital impressions via desktop display (65%), Facebook (14%), Instagram (13%), desktop video (6%), YouTube (1%), and mobile display (1%) ads.
- 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: Get in touch soon to see if PR, creative, programmatic, digital analytics, social media management, influencer, experiential, and/or multicultural hires follow this appointment.
- Current agency roster:
- Omnicom Media Group (PHD hired in 2018, Omnicom retained in September 2023)
- 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.
