It has been involved in the project as part of Team HSBC, a group of WPP companies servicing the bank, which also includes ad agency JWT and marketing consultancy Mindshare.
Fitch managing partner Lucy Unger says the consultancy has been working on the project for around a year, and that it grew out of previous briefs Team HSBC carried out for the HSBC Premier service.
She says research undertaken for the HSBC Premier, which targets affluent customers, highlighted the emerging mass affluent market, which Unger defines as professionals in their 30s who could eventually become HSBC Premier customers.
Team HSBC has created the strategic positioning and naming for HSBC Advance, while communications are being developed by the agencies that make up the group.
Unger says, ‘This was a very strong collaboration between the client and Team HSBC. Fitch and JWT worked to set the strategic platform, and create a common look and feel for the service.’
HSBC Advance is set to roll out in 30 countries over the next year, launching first in Hong Kong and becoming available in the UK this week.