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2018 commended, HSBC

The Belt and Road Initiative (BRI) is possibly the greatest business opportunity of the 21st century –presaging as it does, the rise of China to the world stage. It is the project to build the infrastructure that will connect China with the rest of the world, and thus stimulate global growth. With over USD8TRN of investment anticipated in Asia alone, it is also a vital opportunity for HSBC and its customers. But it’s also one that few had heard of and fewer understood. We set out to illuminate the opportunity for growth so that our customers and prospects could seize the opportunity. We created awareness and relevance on a global scale to C-Suite decision makers in a broad range of businesses. We set out to make ourselves The Oracle of BRI –the first port of call for everything BRI. This was (and continues to be) and huge and complex task. To engage a broad business audience across multiple countries; on a layered journey through awareness, to education, to sparking conversations that turn into action (and business for HSBC).
Clubroom

Festival of Media review

A hectic 48 hours in Rome – the presenters did a brilliant job covering the biggest questions facing our industry at the moment.  Below are the 5 things that will stay with me. Diversity and inclusion, people and talent
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Note from the CEO: May 2018

Dear members,
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City Guides: Moscow

Anna Dolzhenko,analyst at POSSIBLE Moscow gives her insider tips for visiting Russia's cosmopolitan capital. The Best Hotel – Moss Boutique Hotel Moss Boutique Hotel is the most stylish and ecological boutique-hotel in the very centre of Moscow. Besides its very thought-through service, the hotel’s specialty is in a big number of tiny details that make it come alive. And this impeccable attention to detail can be felt everywhere. The Best Market – Danilovsky The Danilovsky market has become an embodiment of a European market in Moscow, and it was the market that launched the wave of transformation that changed markets into more stylish and popular places not only for purchasing products but also for family weekends.
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What we leave behind

There’s a lot of (justified) conversation about AI, data, new agency models. However whichever industry future we believe in, funnily enough, the future of our industry relies on future talent. But on this front, we seem to be in pretty poor shape. Recent IPA data shows new entrant numbers are scarily low with a recent linkedin survey telling us we’re losing them to the tech industry, software development, finance, healthcare and auto/aerospace. They’re kind of going everywhere but here. What’s worrying is that it appears too many current leaders are sitting at the top thinking ‘‘well I worked bloody hard to get where I am’ as if that means they’ve done their bit – but what are they leaving behind? It may just be growing up in New Zealand with the All Blacks for reference, but it seems to me legacy is a lot more than building a ‘cool for a while’ agency or getting rich. So if legacy is about what we leave behind for the next generation, we might need to dig a little deeper to understand who exactly that generation is.

Upcoming Events

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Lunch at a chateau on the Côte d'Azur.
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Join us for a second year of bravery

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Shut the f**k up lady. Old is ok.

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All you need is emotion. Really?

In part one, we learned that communication that evokes an emotional response can help both its ease of processing and its memorability. However, this leaves a quandary that some emotional ads sell, whilst others do not, says Phil Barden.

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