HSBC - Publications
Initially working on Your Money, the HSBC personal customer newsletter Stream went on to work on Business Update, Added Value, YMS, Economic Review, Trade Outlook and Corporate World
With YMS, a youth newsletter we introduced SMS as the response mechanism, a first in the industry and it gave great insights into customer readership.
Where possible all newsletters were established with control groups so we could measure their impact. Your Money not only became the prime vehicle to promote customer account reviews, recipients also had higher bank balances, more HSBC products and stayed with the bank longer.