MAS’ seven-year relationship with HSBC is a testament of MAS’ ability to deliver on all fronts.
MAS’ relationship with Midland Bank/HSBC
MAS Communications was the lead agency for Midland Bank from 1997 to 1999 and then appointed lead agency for HSBC on takeover of Mid-Med Bank in 1999. MAS was responsible for the complete image revamp and the introduction of several HSBC products and services on the local market.
For Midland Bank and throughout the phasing from Mid-Med to HSBC, MAS was responsible for the:
• Handling of major funds campaigns including media and print buying along with PR.
• PR Project Rawhide – PR initiatives and handling during changeover from HSBC to Mid-Med including setting up of meetings with Unions; press conferences and other press events.
• Brand Building + awareness from Midland to HSBC and then Mid-Med to HSBC.
• Complete redesign of over 30 product and service brochures which were conceptualised, produced and printed within a 6-week turnaround time.
• Origination of in-branch promotional material such as posters, point of sale, marketing walls, TV and radio ads, outdoor signage, forms and stationery, press ads etc.
• Total co-ordination of launch party.
• Assistance in the setting up of a ‘marketing oriented’ purchasing department.
MAS was also very much involved in the set-up and day-to-day running of the new HSBC marketing department,
This included:
• Planning of Marketing Calendar inclusive of campaigns with the Head of Marketing
• Campaign Co-ordination covering various stages from initial brief to report reviewing success of campaign.
This required:
• Meetings with the Product Providers for briefing on product requirements,
• Preparation of the working brief with the Product Manager from the Marketing Department and liaison with HSBC General Headquarters (GHQ) in the UK, (All artworks generated in Malta had to be vetted and approved by Lowe Head office in London and HSBC GHQ Marketing, also in London.)
• Creative conceptualisation and copywriting including design and layout of all marketing campaigns,
• Presentation to the Marketing Department and upon approval presentation to the Product Provider,
• Presentation to HSBC GHQ upon local approval,
• Photography for all campaigns,
• Casting of talent for all print and audiovisual productions,
• Liaison with Compliance for approval of legalities,
(i.e. HSBC legal compliance with MFSA. For Midland in ‘97-’99, MAS use to Liaise with MFSA directly)
• Media Buying + print buying as required
• Liaison with printers on print specifications and quality control monitoring.
• Post - Campaign evaluation meetings and assessment with product managers and marketing dept.
• Weekly status reports per Product Provider, with a general report also being sent to Lowe and GHQ.
• Managing of local HSBC intranet site created by MAS and LOWE.
• Brand Guardians - Guidelines awareness and management to ensure continuity of HSBC’s look & feel throughout the bank.
• Competitive scanning.
• Year-end report in review of achievements.
• Origination of logos and names for new products.
• Monitoring of all media to ensure that corporate and standard guidelines are being reproduced properly by 3rd parties i.e. newspaper pr/foreign exchange etc.
Day-to-Day handling
MAS executives visited the Marketing Department Offices on a daily |
