The Missing Piece

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

HSBC – “The Missing Piece” (2025 Global Brand Campaign)

HSBC’s “The Missing Piece” is built around a subtle insight: most big decisions fail not because of ambition, but because of what’s overlooked. The ad follows different life moments moving smoothly, until they don’t. A founder pitching confidently but missing a key regulation detail. A family buying abroad without understanding local taxes. A student planning to study overseas, unaware of visa timing. Each story pauses just before the mistake, then rewinds slightly. HSBC enters not as a hero, but as context. The film ends with one line: “Progress works better when nothing is missing.”

Key marketing lessons

• Position expertise as reassurance
HSBC doesn’t dramatise risk. It calmly shows how knowledge prevents friction.

• Sell foresight, not products
Accounts, loans and services are never named. The value is anticipation, not transactions.

• Complexity made human
Global finance is translated into everyday decisions people actually face.

• Pause as a storytelling tool
Stopping just before the mistake creates tension without fear, keeping the tone confident and premium.

• Brand as partner, not protagonist
HSBC supports decisions quietly, reinforcing trust instead of control.

A reminder that the strongest brands don’t promise to move you faster. They make sure you don’t miss what matters along the way.

Latest Trends and News

Google Tests AI-Guided Creative Briefs
Google is piloting tools that generate suggested creative briefs inside Google Ads, including messaging angles and format recommendations. Campaign planning is becoming more prescriptive and AI-led from the start.

Meta Expands Reels Placement Defaults
Meta is increasing automatic delivery to Reels across most campaign types. Even when not selected manually, Reels are becoming the primary surface for distribution and learning.

Loewe Experiments with Cultural-First Launches
Loewe is testing product launches tied to cultural events and exhibitions rather than fixed calendars. The strategy builds relevance through context and storytelling instead of pure media weight.

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Weekly Tip

Make the Idea Stand Alone

Assume your content will be seen in isolation. If it needs extra context, it loses power.

• Avoid references like “as mentioned before”
• Give just enough context for instant understanding
• Let the idea make sense on its own

When each piece stands alone, it travels further and lands stronger.

Weekly Challenge

Pattern Break Post

This week, intentionally break your usual content pattern:

• Identify one thing you always do the same way (format, tone, length, visuals)
• Change only that one element in your next post
• Keep the topic and value consistent
• Observe comments and saves to see if the change triggers more attention

Small pattern breaks refresh your feed and can reawaken audience interest without changing your strategy.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.