Best Use of Thought Leadership
A benchmark for engaging high-net-worth entrepreneurs and achieving fame through insight for HSBC Private Bank.
In an intensely competitive wealth management landscape, HSBC Private Bank (PB) faced the challenge of connecting with high-net-worth (HNW) entrepreneurs – a discerning, highly sought-after audience, often sceptical of traditional marketing and communications. To resonate with this audience, HSBC PB recognised the need for something that was going to cut-through and be picked up by the publications that entrepreneur’s trust. A high-end content strategy was needed, and HSBC PB approached Ipsos Strategy3 in search of an expert strategic partner to support them on this journey. The centrepiece deliverable was the Global Entrepreneurial Wealth Report 2024 which delivered deep, authentic insights, positioning HSBC PB as trusted partner.
The process Ipsos Strategy3 delivered was an end-to-end insight driven content strategy, powered by a multi-phased methodology in collaboration with Ipsos’s powerful research capabilities. It kicked off with an ‘Insights Springboard’ combining market scanning, expert interviews and in-depth brand analysis to formulate targeted hypotheses. Qualitative interviews with entrepreneurs followed this and revealed a critical insight – the optimistic mindset of entrepreneurs. Following this we conducted a quantitative survey of over 1,800 entrepreneurs across ten priority markets, to ensure a global yet nuanced understanding.
The results were exceptional: over 455 pieces of media coverage, 110 million views, and significant impact beyond communications. Insights from the programme continue to inform HSBC PB’s marketing, client engagement, and strategic planning, embedding entrepreneurial understanding across the business and extending both impact and return on investment.
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