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HSBC

H

Interviewee

112 Creative

Team Advantages

Team Disadvantages

0, 4

Project Outcome

Control

Industry

Financial

Location

Singapore

Team Risk Tolerance

Medium

Team Dynamics

TeamDynamics_Micromanaging

Company

HSBC


The brief originally came from global, and the brief was to celebrate Singapore and it's diversity, and keep it very brand focused, the fact that HSBC understands people's different points of view, and that's why we're the local bank. The reason for this was because Changi Airport had given them a quite specific brief that they didn't want it to be very bank focused, so they didn't want bank messaging on it. They wanted the imagery to be beautiful, I mean, think of it as almost Singapore tourism, they want it to be a showcase of Singapore, not a showcase of HSBC. The problem came in when local was told that they would be the ones paying for the cost of this, and the cost is a huge amount. In terms of media placement, it would have to be one of the biggest things we've ever done. [5473]
The problem came in when local was told that they would be the ones paying for the cost of this, and the cost is a huge amount. In terms of media placement, it would have to be one of the biggest things we've ever done. PROJECT ID [5486]
As soon as local found out that they are responsible for paying for this media, then they decided that they want more say in what the creative work is gonna be like. Obviously what local has wanted and what global has wanted are two totally different things, so for us it's a very tough project, because there's really no middle ground. The idea doesn't work that you combine both, [5487],[5488]
As soon as local found out that they are responsible for paying for this media, then they decided that they want more say in what the creative work is gonna be like. Obviously what local has wanted and what global has wanted are two totally different things, so for us it's a very tough project, because there's really no middle ground. The idea doesn't work that you combine both, it has to be one or the other. We were asked to try and combine the two directions. The direction from local was basically just to have a stronger tie-in with the bank, which really doesn't work when you combine the two ideas. We've tried to appease the local client, because at the end of the day he's the one that's gonna pay for it, and to obviously make our Singapore client happy has become our priority rather than trying to make it work for global. [5475],[5474]
Obviously what local has wanted and what global has wanted are two totally different things, so for us it's a very tough project, because there's really no middle ground. The idea doesn't work that you combine both, it has to be one or the other. We were asked to try and combine the two directions. The direction from local was basically just to have a stronger tie-in with the bank, which really doesn't work when you combine the two ideas. We've tried to appease the local client, because at the end of the day he's the one that's gonna pay for it, and to obviously make our Singapore client happy has become our priority rather than trying to make it work for global. [5476]
the brief tends to start of being quite clear, but as you go down the creative process, things start to creep in from the clients side. Even from a creative point of view you might find that it doesn't work necessarily very well. And briefs, generally like creative work, have a tendency to transform as well. [5489],[5490],[5491]
The brief was very clear from day one when it came from global, but the brief that came in after from local has just become mud. At the start of the process, clear, but further down the process the brief has become very confusing and not helpful at all. I think that's something that happens a lot, the brief tends to start of being quite clear, but as you go down the creative process, things start to creep in from the clients side. Even from a creative point of view you might find that it doesn't work necessarily very well. And briefs, generally like creative work, have a tendency to transform as well. [5477],[5478]
Budget massive, huge budget. [5479]
Budget massive, huge budget. Timeline's extremely tight, I mean crazy timelines. In terms of tough time lines, this would be one of the toughest. [5492]
Timeline's extremely tight, I mean crazy timelines. In terms of tough time lines, this would be one of the toughest. [5480]
ear of our jobs. No, I think what we've done is basically to satisfy our local clients concerns first and foremost, because they are the ones that are going to be paying for it, and as much as global no doubt are usually the ones that dictate what happens on jobs like this, it will be local that is the one that really has the power. [5493]
Fear of our jobs. No, I think what we've done is basically to satisfy our local clients concerns first and foremost, because they are the ones that are going to be paying for it, and as much as global no doubt are usually the ones that dictate what happens on jobs like this, it will be local that is the one that really has the power. It's playing your cards right in this case, making sure that we satisfy what the local requirements are. Let them bring it up to global and fight it out, rather than us being stuck between the two. No real creativity issues here, it's more again back to the business, which I think is something that's very real on a lot of the jobs that we do is client concerns and how it affects the business and how it affects the agency. All these things creep in, just being politically correct, or making a particular client look good, there are numerous occasions where this obviously happens on a everyday basis where the creative work is a result of these considerations. [5482],[5481]
Again, we do have a good relationship with them, it's open. We can talk to them about things we're not happy with, and we can ask them questions and they will clarify things. We never go out there to try and go against the client, we really will try and help them in this case, because we know that it will help us as well, so it's a good relationship. [5484],[5483]
I mean, I work with my ad director, so from that point of view it's fine. We just do the work, get it out. The suit involved has been very accommodating considering the tight timelines, so very understanding and more ... I would say she sides with the creative guys in this case, because she just feels that it's not very fair how things are working in. She feels that we've done the best, to our ability, what we can. It's really not something we can decide or we can dictate how the work should be. It's in global and local hands, so internally it's good. [5485]
I would say she sides with the creative guys in this case, because she just feels that it's not very fair how things are working in. She feels that we've done the best, to our ability, what we can. It's really not something we can decide or we can dictate how the work should be. It's in global and local hands, so internally it's good. [5494]
Reference Tags
[5473] Internal changes/challenges,[5486] Internal changes/challenges,[5487] Indecisive leadership,[5488] Internal changes/challenges,[5475] Forceful conflict about ideas,[5474] Internal changes/challenges,[5476] Compromising conflict about ideas,[5489] Indecisive leadership,[5490] Scope creep,[5491] Vague goals,[5477] Scope creep,[5478] Vague goals,[5479] Appropriate resources,[5492] Planning fallacy,[5480] Planning fallacy,[5493] Unbalanced workload pressure,[5482] Compromising conflict about ideas,[5481] Internal changes/challenges,[5484] Communicating ideas across domains,[5483] Win-win conflict about ideas,[5485] Organizational encouragement,[5494] Alignment

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