The new campaign concentrates on international team sports, building on the sports images used in previous campaigns.
The campaign is being implemented through a full range of print media including outdoor, magazines and regional media. This will carry the dynamic new executions that build on the platform established in the first campaign 16 months ago. The campaign is being reinforced further via pan-regional television providing coverage in nearly 40 countries.
Lucinda Semark, Group Head of Marketing for Global Consumer Banking, Standard Chartered Bank said: "The focus this year moves away from individual sports and instead features multinational team sports: football, rugby, hockey and rowing to name just a few. Team sports are the perfect reflection of Standard Chartered's partnership philosophy. Their appeal crosses cultural and generational borders and really shows the human spirit at its best."
Developed by TBWA\Singapore, the new TVC demonstrates the value of partnership through the remarkable story of Henry Wanyoike who, with the help and commitment of his running partner Joseph Kibunja, overcame the loss of his sight to become an Olympic gold medallist and a world champion marathon runner.
Ian Carvalho, Account Director at TBWA\RAAD said, "Impactful, dramatic and innovative - this campaign is designed to drive brand attributes and core values even higher. It reflects the belief that with the right team and the right partnerships you can achieve anything - in sport and in life. Energy, commitment, passion and focus are key partnership dynamics, and by using real athletes in real situations we have been able to deliver these emotions in a way that has a strong feeling of honesty and reality to it."
The TVC (in 30- and 60-second versions) will be used in global markets across Asia, Africa and the Middle East as well as running on pan-regional channels such as BBC World, CNN, Discovery and National Geographic.
Aidan Lisser, Head of Group Brand Development, Standard Chartered Bank, comments: "Our brand is in good health, vibrant and distinctive. We will continue to strengthen and reinforce it, as a source of real differentiation."
The campaign launched globally from late-May 2006 and will run until the year end.
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New global brand campaign for Standard Chartered Bank
- United Arab Emirates: Sunday, June 25 - 2006 at 13:42
- PRESS RELEASE
Standard Chartered Bank, one of the leading banks in the UAE, is launching a new global brand campaign to reinforce its philosophy of teamwork and partnership.
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Notes and media contacts
For further information please contact:-Sanjoy Chowdhury
Senior Manager - Regional Corporate Affairs, Standard Chartered Bank
Tel: +9714 (0) 4 5070518
Standard Chartered - leading the way in Asia, Africa and the Middle East
Standard Chartered PLC is listed on both the London Stock Exchange and the Stock Exchange of Hong Kong and is ranked in the top 25 among FTSE-100 companies, by market capitalisation.
Standard Chartered has a history of over 150 years in banking and is in many of the world's fastest growing markets. It has an extensive global network of over 1,200 branches (including subsidiaries, associates and joint ventures) in 56 countries in the Asia Pacific Region, South Asia, the Middle East, Africa, the United Kingdom and the Americas. As one of the world's most international banks, Standard Chartered employs almost 44,000 people, representing 89 nationalities, worldwide.
Standard Chartered's strengths lie in its breadth, diversity and balance and is trusted across its network for its standard of governance and corporate responsibility. The Bank is committed to all its stakeholders by living its values in its approach to managing its people, exceeding expectations of its customers, making a difference in the communities that we operate in and working with its regulators.
Standard Chartered uniquely derives 95% of profits from Asia, Africa and the Middle East. Serving both Consumer and Wholesale Banking customers, the Bank combines deep local knowledge with global capability to offer a wide range of innovative products and services as well as award winning solutions.
Some of the major awards won in 2005 by the Bank include:
1. IFR Asia's Domestic Bond House of the Year
2. Finance Asia's Best Local Currency Bond House & Best Securitisation House
3. Asia Risk's Interest Rates Derivatives House of the Year
4. Trade Finance's Best Trade Finance Bank in Sub Saharan Africa
5. Global Custodian's Best Agent Bank in Asia
6. The Asset's Best Cash Management Bank for South Asia
7. Retail Banker International's Best Retail Bank in Asia Pacific.
ABOUT TBWA
TBWA Worldwide (www.tbwa.com) creates disruptive ideas for global clients, including Absolut, adidas, Apple, Beiersdorf, Henkel, Masterfoods, McDonald's, Michelin, Nissan, Samsonite and Sony PlayStation. TBWA is the most-awarded agency network in the world (The Gunn Report, 2005) and is one of the fastest growing top-ten global agency networks. TBWA has 258 offices in 75 countries, and approximately 9,700 employees worldwide.
Posted by Lara Lynn Golden, News EditorSunday, June 25 - 2006 at 13:42 UAE local time (GMT+4)
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