HSBC to fund eight-part BBC World News 'The Ideas Exchange' programme

HSBC is to sponsor a BBC World News eight-part series as part of a marketing strategy to align itself with "engaging content".

The Ideas Exchange is a 30-minute programme run on BBC World News that pairs global business leaders to discuss the business landscape and secrets to success. The show will air in India as well, and one of the episodes will feature Sir Martin Sorrell, chief executive officer, WPP, with Sunil Mittal, founder of world-class businesses in telecom, financial services, retail, and foods. 

The format for the program was developed by Gogglebox Entertainment and JWT, with Mindshare responsible for the media planning and pan-regional buying across TV and digital.

Mindshare is also now working with BBC World News on a plan to syndicate and activate the show in local markets.

This project is one of the first to be rolled out as part of HSBC's marketing strategy to align the brand with engaging content.

Chris Clark, global head of marketing for HSBC, said in the future brands will be built by aligning themselves with content as well as more traditional advertising-led approaches.

"As such, we are delighted to be sponsoring this programme, which reflects our focus on emerging markets and showcases insightful conversations between those global business leaders who are shaping business today as well as tomorrow,” he said.

This article first appeared on Campaign Asia-Pacific