All about not taking no for an answer.

At the time of pitching for the HSBC business, TNS UK’s financial services business had shrunk, along with its reputation. HSBC responded with “Not good enough”: a “chilling” verdict, but an alarm just in time.

The best defence is attack. TNS identified HSBC as still their greatest opportunity and, after recruiting financial services experts, initiated “Project Phoenix”.

Basically, self-funded TNS research revealed that customers stayed with the big banks not through loyalty, but inertia. Impending rule changes would encourage current-account switching. This became the focus in TNS’s “public thought leadership” campaign. Other topics followed.

The findings were compelling – graphic, readable and easy to use in strategic development. An alarm just in time for banks.

TNS delivered multiple insights over the initial three months. The re-launch of TNS UK to the financial services market included an event at the House of Lords, and PR and newspaper coverage.

The quality of data and insights, and their accessibility, aroused widespread interest. TNS re-pitched for the HSBC business and won a multi-million dollar project.

“The whole process transformed our view of TNS and has raised the bar for our other research agencies,” said Chris Clarke, Global CMO HSBC.