The TVC drive, a first for the bank in its 155-year history for its wholesale banking arm, aims to position the bank's growth and connectivity across various markets in Asia, Africa and the Middle East and will run for the next two years.
Targeted towards senior executives including CEOs and CFOs, the business-to-business marketing drive promote the unit's products and capabilities to service corporate and institutional clients.
The TV spot, which appears in 30 and 60-second versions, would be launched first in Singapore on Bloomberg before it premieres in cinema halls, airlines and other regional news channels including CNBC, CNA and the BBC over the following year.
Created by TBWA, the CGI-based spot features molten steel as a metaphor and how the material connects multibillion-dollar building projects and developments all across the world not unlike Standard Chartered's banking services.
Elizabeth Armstrong, global head of marketing for Wholesale Banking, Standard Chartered Bank, said: "Though our product range might have been limited when we first started, wholesale banking has doubled in business since. It's a great time now to deepen relationships with our clients and to make a more overt message of our capabilities. We want to reiterate our commitment to our clients and our markets by drawing attention to the significant growth opportunities that still exist."
Targeted towards senior executives including CEOs and CFOs, the business-to-business marketing drive promote the unit's products and capabilities to service corporate and institutional clients.
The TV spot, which appears in 30 and 60-second versions, would be launched first in Singapore on Bloomberg before it premieres in cinema halls, airlines and other regional news channels including CNBC, CNA and the BBC over the following year.
Created by TBWA, the CGI-based spot features molten steel as a metaphor and how the material connects multibillion-dollar building projects and developments all across the world not unlike Standard Chartered's banking services.
Elizabeth Armstrong, global head of marketing for Wholesale Banking, Standard Chartered Bank, said: "Though our product range might have been limited when we first started, wholesale banking has doubled in business since. It's a great time now to deepen relationships with our clients and to make a more overt message of our capabilities. We want to reiterate our commitment to our clients and our markets by drawing attention to the significant growth opportunities that still exist."
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