After a financial scandal landed HSBC in hot water, we were asked to create a series of educative campaigns that would help to transform their internal culture and restore their reputation as one of the world’s most trusted banks.
HSBC was in trouble after they had to pay $1.9bn in 2012 in a settlement pay out over money laundering. They needed to change their image fast, before a Deferred Prosecution Agreement (DPA) meant their US banking license was revoked.
To turn HSBC from villain to hero, we had to transform their culture from the ground up. A series of mantras, such as ‘Ask The Right Questions’, ‘At Our Best’, and ‘Safer Today, Stronger Tomorrow’ were part of this change. These helped to change the internal narrative of HSBC, one step at a time.
A cheetah can change its spots, but it can’t be done overnight. In the case of HSBC, we worked with them on multiple campaigns over years. The culmination of this effort was our ‘Together, Protecting A World Of Opportunity’ campaign for internal audiences.
In December 2017, the DPA was lifted. “HSBC is able to combat financial crime more effectively today”, commented Global CEO, Stuart Gulliver.