HSBC names first global CMO

HSBC has appointed John McDonald (pictured) as its first-ever chief marketing officer, effective 1 October 2025, in a move to unify its brand and marketing functions across its core businesses.

The newly created role comes as HSBC sharpens its focus on becoming a “more simple, agile and focused” bank, according to the company. McDonald will oversee marketing, branding and client engagement efforts across international wealth and premier banking, corporate and institutional banking, as well as the Hong Kong and UK businesses.

McDonald brings over 25 years of experience in global marketing, having worked with Mastercard, American Express and British Airways. He has also led major accounts at Publicis Groupe and WPP across Asia, Europe and the Americas.

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The appointment follows a string of high-profile campaigns and brand investments by the bank. In 2025, HSBC launched its “Originals” global content series in partnership with Bloomberg, Condé Nast and Vox Media, and ramped up visibility at 23 airports as part of a refreshed global airport strategy.

The bank also invested in strategic partnerships including the Kai Tak Sports Park in Hong Kong, the HSBC Championships in the UK and the LIV Golf Global Partnership, while continuing to support initiatives in arts and culture.

Other brand plays this year include the relaunch of HSBC’s private bank and premier services, the rebranding of its corporate and institutional banking business, and the hosting of wealth summits such as its flagship Global Investment Summit. The bank also marked its 160th anniversary with celebratory activations and digital campaigns aimed at driving engagement.

“HSBC’s ambition is to become the most trusted bank globally, putting our customers at the heart of everything we do. We are excited to welcome McDonald whose depth and range of experience will be invaluable – not only as we increase our focus on wealth, but as we accelerate growth, increase market share and build an even more distinctive brand that resonates with current and future clients across our businesses and markets globally,” said Barry O’Byrne, CEO, international wealth and premier banking, HSBC.

McDonald’s appointment comes on the back of several creative brand plays by HSBC in recent months.

In Hong Kong, HSBC One teamed up with local cocktail bar Kinsman to launch its first-ever “HSBC One trading bar” pop-up, an interactive, experiential concept designed to introduce Gen Z to wealth management in a fun, immersive setting.

The initiative forms part of HSBC One’s ongoing "Here for your every first" campaign, which aims to empower younger audiences to embrace new life experiences. The campaign builds on the bank’s earlier "Decoding Gen Z" study, which found that unfamiliarity with investment products was the key barrier preventing Gen Z from taking their first step into investing.

Meanwhile, in Malaysia, HSBC released an emotionally driven brand film last year to mark its 140th anniversary in the market. Titled "Legacy lives", the campaign leaned into cinematic storytelling to explore the enduring power of family, legacy, and ambition. Directed by Nicholas Lam, the film follows the journey of a Malaysian family across three generations — beginning with the father’s humble upbringing and his pursuit of education abroad.

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