HSBC has worked with its media agency, PHD x OMG, to create an ‘Alternative Rich List’ supplement with The Sunday Times.
Published online and in print on Sunday 25 May 2025, the Alternative Rich List acts as a substitute for The Sunday Times’ annual ranking of the UK’s 1,000 wealthiest people in the UK.
“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,” said Becky Moffatt, Chief Marketing Officer at HSBC UK. “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.”
The alternative 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.
“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,” said David Dumville, Director of Times Studio. “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.”
*News UK (publisher of The Sunday Times) is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
