News
HSBC has partnered with The Sunday Times for an alternative rich list.
David Dumville: “The Alternative Rich List builds on the iconic Rich List brand to help HSBC build its brand association with wellness and wealth.”
Photograph: Supplied by The Sunday Times.
HSBC has partnered with The Sunday Times to create the Alternative Rich List
supplement, aiming to celebrate those ‘finding a balance’ by making a point
that wealth is more than just money. Developed with HSBC’s media agency PHD
x OMG, the Alternative Rich List was published online and in print on Sunday
25th May 2025, one week after the publication of the Sunday Times’ main Rich
List.
The Sunday Times says the Alternative Rich List features 18 UK businesses
that are contributing to the country’s physical, financial and mental
wellness. Nominees include Accessercise, a fitness app for the disabled
community, Rest Less, a digital membership group for the over 50s and
BrickzWithTipz, a platform that aims to demystify property ownership for
first-time buyers.
Working with The Sunday Times, a curated judging panel shine a spotlight on
the people and businesses that are striving to make a positive impact on how
we live our lives. This connects the supplement to the Premier account’s
benefits of Mental Health support and Health specialist access amongst
others, added the publisher.
Becky Moffat, chief marketing officer HSBC UK said: “The Sunday Times Rich
List is an iconic media property that identifies the UK’s most successful
individuals and The Alternative Rich List looks at those contributing to the
country’s deeper richness in health, wealth and wellness. This integration
is a fantastic way of supporting the refresh of our Premier proposition,
highlighting our focus on supporting our customers with their wellness as
well as their wealth.”
David Dumville, director of Times Studio, said: “This partnership is a real
showcase for the creative ways that brands can engage with The Times and The
Sunday Times to create rich, integrated media products spanning print,
digital and video that engage consumers deeply. The Alternative Rich List
builds on the iconic Rich List brand to help HSBC build its brand
association with wellness and wealth. It combines a strong editorial
proposition with some rich brand associations for HSBC, delivering value on
all fronts.”
Johanna Finn, business director at PHD, said: “The HSBC Premier campaign
media strategy has been focused on creating unmissable moments and this
collaboration has allowed us to do just that. Working with The Sunday Times,
this partnership gave us the opportunity to spotlight HSBC’s distinct
perspective, one that champions individuals who are rethinking the way they
live and work to create a better balance. The Alternative Rich List, at the
pinnacle of the partnerships, is about empowerment and progress, and PHD x
OMG are proud to help bring it to life.”
Keep up-to-date with publishing news:
sign up here
for InPubWeekly, our free weekly e-newsletter.
