JWT Launches $300 Million Global Campaign

JWT has launched a $300 million integrated global campaign for HSBC, with TV spots, print, and outdoor ads driving to a website, Adweek reports. The campaign, created with some 30 sister agencies contributing to the effort, retains the previous tagline “The world’s local bank,” but adds a new spin, asking consumers to share their own points of view on any of a half-dozen topics online.

For example, one TV spot features images from a wind farm, flashing descriptive words such as “beautiful” and “eyesore” or “alternative” and “necessary.” The end of the ad suggests consumers go to YourPointOfView.com, where they can give their own input.

The campaign launched in eight countries, including the U.K., Australia, Singapore, and Mexico, serving as the main branding message from which regional ad efforts - also handled by JWT - will come. The effort will come to the U.S. and other countries in January.

Group M handles media buying and planning for the client, RMG Connect and 141 do direct marketing, and Landor Associates work on branding and corporte identity.