• WedgeDEFENSIVE PRIORITY: HSBC is a top-tier WPP-anchored MNC in TW — Mindshare media (2020) + VML/WT creative (2018) are both WPP. Defend, expand, deepen.
• WhyGlobal media: WPP/GroupM (Mindshare) since 2020 consolidation — won from previous mixed roster (Mindshare + PHD). Mindshare bespoke unit handles HSBC globally.
• WhoAdam Chen — President & CEO HSBC Taiwan · Country head; final TW marketing budget approver

1. W1DEFENSIVE PRIORITY: HSBC is a top-tier WPP-anchored MNC in TW — Mindshare media (2020) + VML/WT creative (2018) are both WPP. Defend, expand, deepen.
2. W2Expand WPP scope: TW project work in KOL/influencer (TW finance-creator ecosystem on YouTube/Threads), retail activation, branch-experience design, Premier-client events
3. W3Data & CRM: HSBC Premier wealth-management CRM, Quantum credit card spend data — Choreograph + Mindshare data orchestration
4. W4Commerce + payments: Quantum credit card spend activation, FX/travel partnerships — pitchable as project alongside core media buying
5. W5Sponsorship activation: TW localization of Wimbledon, golf, F1 — opportunity for WPP Sports/Entertainment specialists
6. W6Wealth-management thought leadership: TW affluent migration story (HK → TW + TW family-office growth) — content/B2B project work
7. W7Watch: 2025-2027 potential global media review (5-year cycle since 2020 win) — preempt with defend strategy

• Global media: WPP/GroupM (Mindshare) since 2020 consolidation — won from previous mixed roster (Mindshare + PHD). Mindshare bespoke unit handles HSBC globally.
• Mindshare Taipei executes locally for TW. This is one of WPP's most important TW MNC relationships.
• Global creative: Wunderman Thompson (WPP) — won 2018 consolidation, launched 'Together We Thrive' then 'Opening Up a World of Opportunity'. Wunderman Thompson is now VML following the 2024 WPP merger.
• WPP exposure is HIGH on HSBC globally — both media (Mindshare) and creative (VML/WT) are WPP. This is a top-priority WPP defend account in TW.
• VML merger (2024) reorganized HSBC's WPP creative — TW execution flows through VML Taipei.
• TW financial-services advertising is FSC-regulated — disclaimers, fair-promotion rules, and complex-financial-product limits constrain creative.
• Heavy 2024-2025 wealth-management TW push — HSBC Premier targets affluent migration to TW from HK + growing TW wealth pool.
• Risk watch: any global review in 2025-2027 could open the WPP-locked relationship — Mindshare has held media since 2020 (5+ years, typical review window approaching).

• Adam Chen (陳志堅)President & CEO, HSBC Bank (Taiwan)

  since 2019

  Long-tenured HSBC TW veteran. CEO owns country business; marketing reports through TW marketing director + regionally to HSBC Asia Pacific WPB (Wealth & Personal Banking) and CMB marketing leadership in Hong Kong.

  Source ↗
• HSBC Taiwan Marketing Director (not publicly named)Head of Marketing, HSBC Taiwan

  since unknown

  TW marketing director oversees retail (HSBC Premier, Jade, credit cards, mortgages, deposits) + commercial banking + GBM brand. Reports up to HSBC Asia Pacific CMO (Hong Kong).

  Source ↗
• Leanne CuttsGroup Chief Marketing & Sustainability Officer, HSBC Holdings plc (global)

  since 2022

  Global CMO since 2022. Owns global agency roster and the 'Opening Up a World of Opportunity' platform launched 2021. Drove the 2020 global media consolidation to WPP/GroupM and creative platform with Wunderman Thompson.

  Source ↗

#1 foreign retail/wealth bank in TW with strong HSBC Premier mass-affluent positioning and Quantum credit card. Marketing organized: country marketing director TW → HSBC Asia Pacific CMO (Hong Kong) → Global CMO Leanne Cutts (London). WPP-anchored globally: GroupM/Mindshare media (since 2020), VML/Wunderman Thompson creative (since 2018). This is a top-tier WPP MNC defend account in TW. Heavy on wealth-management TVC, MRT/financial-media OOH, KOL on finance-content YouTube/Threads, plus global sponsorship activation (Wimbledon, golf, F1). Cross-border banking + international-investment angles are the differentiators vs local TW banks.

• HSBC 'Opening Up a World of Opportunity' global brand platform2024 · Wunderman Thompson (WPP) for global creative; GroupM (Mindshare) for global media · Global brand films, cross-border banking content, sponsorships

  Launched Sept 2021 — replaced 'Together We Thrive'. International-banking-positioning platform. TW localization runs HSBC Premier (mass-affluent wealth) and SME cross-border banking briefs. Wimbledon, golf, F1 sponsorships dovetail.

• HSBC Premier Taiwan — wealth management platform2024 · Wunderman Thompson Taipei (likely) + local KOL/digital project shops · Wealth-management TVC + digital + KOL + private events

  HSBC Premier is the flagship TW wealth proposition (mass-affluent NT$3M+ AUM tier). Heavy share-of-voice in TW financial-services TVC, MRT, financial media (Money / Business Today / CommonWealth). Cross-border banking + global investment angle is the differentiator vs local banks.

• HSBC Quantum credit card (TW)2024 · Wunderman Thompson Taipei + local activation shops · Credit card launch + spend activation + travel benefits

  TW credit-card market is one of Asia's most competitive (Cathay, CTBC, E.SUN, Taishin dominate). HSBC Quantum positions on FX/travel — leverages HSBC's global banking footprint. Mid-tier TVC + heavy digital + airline-lounge experiential.

• HSBC Wimbledon / golf sponsorship — TW activation2024 · Global sponsorship via M&C Saatchi Sport & Entertainment; TW localization in-market · Sponsorship activation, hospitality, content

  Global sponsorship portfolio (Wimbledon since 2008, golf majors) extends to TW Premier client hospitality and brand content. Brand-prestige play more than direct response.

• Adam Chen — President & CEO HSBC TaiwanCountry head; final TW marketing budget approver
  ↗
• HSBC Taiwan Marketing DirectorTW marketing P&L owner; manages WPP/Mindshare TW relationship day-to-day
  ↗
• HSBC Asia Pacific CMO — Hong KongRegional marketing leader; sets APAC strategy and approves country plans
  ↗
• Leanne Cutts — Group CMSOGlobal CMO; owns global agency roster decisions
  ↗

Do NOT treat HSBC as a contestable account — it's a top-tier WPP-anchored relationship. Defend and expand instead. Don't disrupt Mindshare/VML TW execution with disruptive 'replace the AOR' pitches. Pitch project work alongside core scope: KOL, CRM/data, commerce/payments, sponsorship activation, branch-experience, wealth-management content. Be alert to 2025-2027 potential global review window (5-year cycle since 2020 media win) — preempt with defend strategy and case-study evidence.

• Local TW banks: Cathay United (2882 group), CTBC (2891), E.SUN (2884), Taishin (2887), Taipei Fubon (2881 group), Mega (2886)
• Citi Taiwan — exited consumer 2022 (now wholesale only); no longer direct competitor on TW retail/wealth
• DBS Taiwan — inherited Citi consumer business 2022-2023, now #2 foreign consumer bank behind HSBC
• Standard Chartered Taiwan — direct retail competitor
• Local wealth-management JV/foreign: UBS Taiwan, JPMorgan Private Bank, Credit Suisse → UBS
• Local credit-card category: Esun Pi Card, Cathay World Card, CTBC LINE Pay Card, Taishin @GoGo

• ? Who is the current named HSBC Taiwan Marketing Director?
• ? What is the exact 5-year cycle status — when is the next global media review expected (2025-2026)?
• ? What is HSBC TW's actual annual marketing spend? Confirmation via Brain or Nielsen TW monitoring needed.
• ? Has the VML rebrand from Wunderman Thompson (2024) created any execution disruption in TW?
• ? Does HSBC TW use any non-WPP project shops for TW-specific activation (KOL, retail, OOH)?
• ? How does HSBC Premier TW marketing collaborate with HSBC Hong Kong for cross-border briefs?