“Externally we call it reputation, internally we call it culture, but it’s the same thing.”

This week Telum talks to Patrick Humphris, Head of Communications, APAC at HSBC, who is returning to London after over three years in Hong Kong. Patrick shares his experiences managing comms across 18 APAC markets during a period of geo-political tension, shifting strategy towards a digital first approach and the evolution of the comms function during COVID.