Standard Chartered begins a global push to emphasise its wealth services this week (20 January), as part of a campaign designed to highlight its investment solutions.
The bank said the marketing investment to promote its wealth offering relates to the business objective of growing its “affluent” business. It is targeting USD $200 billion in net new money in this customer group by 2029.
In a statement, it outlined several affluent target client groups that it supports, mentioning “Global Chinese”, “Global Indian”, Entrepreneurs” and “Sophisticated Investors” as key segments.
“We wanted to break away from the norms of speaking esoterically to the meaning of wealth planning, and instead espouse a refreshingly human and direct tone that is in lockstep with the reality of our client needs and ambitions,” said Haymans Fung, global head, marketing for wealth and retail banking.
“We are excited to unveil our ‘Now’s your time for wealth’ campaign across our network and let the power of the creatives tell the Standard Chartered story. The genesis of our campaign is inspired by our clients and their wealth ambitions, now and in the future.”
The promotion is designed to amplify the London-listed bank’s differentiating factors, which it says are its global network, client “continuum” and its expertise in wealth solutions.
In a statement, the bank said the campaign underpins Standard Chartered’s commitment to executing data-driven and personalised campaigns to create “a more holistic client engagement approach”.
The campaign will run across multiple channels including out-of-home (OOH) advertising across airports and in-city sites, print advertising, film, and through content partnerships with leading international, regional and local media across seven key markets – Singapore, Hong Kong, Mainland China, Korea, Taiwan, UAE and India.