Standard Chartered targets affluent clients with global campaign

Alex Sword

Editor

The Financial Services Forum

Standard Chartered has launched a new global campaign aimed at attracting affluent customers for its wealth business.

The campaign is focused on the tagline “Now’s your time for wealth”, highlighting how waiting to invest could mean falling short of one’s wealth ambitions.

It draws out some of the bank’s key differentiators for affluent clients, such as its global network and wealth expertise.

Created in partnership with Publicis Groupe Hong Kong and Singapore, the campaign will feature across a mix of out-of-home, print, film and content partnerships. It targets seven key markets: Singapore, Hong Kong, Mainland China, Korea, Taiwan, UAE and India.

It comes as the international banking group looks to target $200 billion in affluent net new money by 2029.

Samir Subberwal, Global Head, Wealth Solutions, Deposits and Mortgages, and Chief Client Officer, said: “For over 170 years, Standard Chartered has been faithfully serving our clients in Asia, Africa and the Middle East. Now’s the time to let our clients know that we are with them on their wealth journey.

“We are well positioned to continue showing them market opportunities and supporting their wealth ambitions with our diversified wealth product offering, clear wealth advisory approach that is enabled by digital wealth capabilities, and our open architecture platform of differentiated and comprehensive wealth solutions tailored to their needs.”

Haymans Fung, Global Head, Marketing for Wealth and Retail Banking, said: “The genesis of our campaign is inspired by our clients and their wealth ambitions, now and in the future.

“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. 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.”

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