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When HSBC moved New York’s venerable Marine Midland Bank under its international umbrella most customers and much of the public saw it as an invasion from China (HSBC is British). We counteracted the apprehension and fear by making sure every message was about our customers; the personal benefits—real and emotional—of having a relationship with this bank. Assets under management grew steadily under this approach and HSBC was rated best for service the Northeast.

Visit the Television and Radio pages to see broadcast for HSBC.