| see also Shell
future trends
HSBC
‘LOCAL KNOWLEDGE’ CAMPAIGN MATERIAL
DEVELOPED
BY EMIC (FORMALLY II-WORKS).
In
2001, EMIC and Partners Worldwide (trading as Interpretative
Intercultural Works) advised on the intercultural dynamics related
to HSBC's now world famous "local knowledge" campaign.
Using
Lowe Lintas and Partners Worldwide Ltd., HSBC Bank embarked upon a
worldwide marketing campaign to stress the importance of regional
‘local’ knowledge when doing business in other cultures.
Identifying the need for anthropological
input, EMIC and Partners Worldwide were contracted to provide its
Intercultural Marketing Services.
HSBC’s
existing material was firstly analysed for cross-cultural suitability
which involved calling upon twenty EMIC consultant anthropologists
worldwide and verifying the ‘local’ cultural meanings associated
with the campaign examples. Following
this, consultants were asked to provide examples particular to their
areas of expertise.
EMIC’s
associates, Intermedia Inc. (Tokyo, San Francisco) then presented
new, creative, culturally specific marketing ideas to Lowe Lintas,
helping the company create HSBC’s succesful advertising campaign.
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