Standard Chartered has announced the second phase of its “Now’s Your Time for Wealth” campaign, focusing on providing clients with insights from its Chief Investment Office (CIO). The campaign is aimed at affluent clients who manage cross-border portfolios and are seeking stability and direction in a volatile market environment.
The bank’s CIO will serve as the central source of investment intelligence, offering real-time market outlooks, sector analysis, and guidance across different markets. This phase includes new editorial partnerships and digital content that align with current market trends to broaden the reach of the CIO’s views among affluent investors.
The campaign also highlights Standard Chartered’s commitment to being more than just a financial institution by positioning itself as a strategic partner for investors looking for informed decision-making support across various markets and economic cycles.
To maximize the impact of this initiative, Standard Chartered has partnered with dentsu Singapore to develop a comprehensive media strategy. The approach includes out-of-home advertising, social media platforms such as Meta and LinkedIn, YouTube, programmatic media buying, Google Demand Gen campaigns, and AI-enabled search. Additional channels like podcasts, online radio, and connected TV have been introduced to adapt to changing media consumption habits.
A Customer Data Platform (CDP) is being used to tailor messaging based on individual client preferences and behaviors. For example, customers may receive targeted CIO insights according to their specific investment activities.
Haymans Fung, Global Head of Marketing for Wealth and Retail Banking at Standard Chartered said: “Investors today are navigating a far more complex landscape, with geopolitical developments and market shifts influencing decisions across borders. With this next phase of our ‘Now’s Your Time for Wealth’ campaign, we aim to give clients clearer access to the insights and connections that matter most. By combining our international network with our 170 years of expertise, and timely perspectives from our Chief Investment Office, we are committed to supporting clients in making confident, well-informed decisions wherever they are in their wealth journey.”
Sumeet Parab, Client President, Media at dentsu Singapore added: “Reaching affluent investors today requires a fully connected strategy that brings together data, content and media in a meaningful way. Our role was to ensure that Standard Chartered’s insights reach the right audiences across the platforms they trust, supported by an integrated mix of formats and personalised journeys. This collaboration reflects how strategic media, powered by data and technology, can help financial institutions engage clients with relevance and consistency across markets.”
The first phase of the campaign began in January 2025 using out-of-home advertising at airports and city locations along with print ads and partnerships with leading international as well as regional media outlets in seven key markets.
Dentsu supports this effort as an integrated growth partner specializing in experience transformation through services spanning Media, CXM (Customer Experience Management), Creative workstreams https://www.dentsu.com/;https://www.group.dentsu.com/en/.
For further information about Dentsu's global presence or service offerings visit their official websites.