Analysis Advertising Marketing
Matthew Keegan
Mar 10, 2025

HSBC’s CMO on using Hong Kong as a backdrop to storytelling

To commemorate HSBC’s 160th birthday, Shum talks with Campaign about marketing efforts to mark the occasion, how the brand maintains relevancy, and utilising the fabric of Hong Kong in its marketing.

Photo: Cheuk Shum, managing director, head of marketing, wealth and personal banking, HSBC Hong Kong

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