In launching "HSBC's Guide to Cash and Treasury Management in Asia Pacific 2006", HSBC tasked Ketchum Newscan Shanghai with creating something different from the standard formal book launch conference. The challenge was to turn the event into a valuable networking gathering for cash management experts and professionals that attended the three launch events in Shanghai, Beijing and Shenzhen.

To observe the formalities of launching a definitive industry guide, experts from the business circle and government bodies presented the latest topics regarding cash management in the region. To break the ice and facilitate the networking KN suggested roundtable seating and a gimmicky book unveiling ceremony. The decoration was simple and corporate, with a subtle touch of hospitality, for instance the flowers, the lighting and tea and coffee service. A vivid animated book unveiling was created and played on big screens when the VIP guests signed the book, symbolizing the opening of the new chapter in cash management.

Guest responses to post-event survey questionnaires were positive and highlighted that the atmosphere at the event provided an excellent balance between information sharing and introductions.