HSBC strategy rethink looms as Britton exits
HSBC's global marketing chief, Tracy Britton, has left her job with immediate effect, leaving the bank's long-term brand strategy in doubt.
HSBC: Britton's departure leaves bank's strategy in doubt
Britton was promoted to the role of group head of marketing in March 2009, having previously led HSBC’s North American marketing operations. However, she has left the company without a job to go to, to pursue "other opportunities".
Her predecessor, Chris Clark, who moved to become HSBC’s head of customer experience, will take over Britton’s marketing duties until a replacement is appointed.
Under Britton, HSBC launched a proposition-based strategy, featuring six sub-brands targeting consumers and businesses according to their level of wealth.
HSBC Private Bank and HSBC Premier, aimed at wealthy consumers, have both been relaunched over the past six months, while Britton oversaw the rollout of HSBC Advance, a current account targeting the "emerging mass affluent" sector of young professionals. The launch was backed by a global ad campaign created by JWT.
A final proposition is due to be launched later this year.
An HSBC spokesman confirmed Britton had left the group to return to the US.
This article was first published on marketingmagazine.co.uk
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