Standard Chartered Bank: Ideas that changed the world
Luis JusiOMD Singapore
Standard Chartered Bank needed a media vehicle to showcase its 'Here for good', 'honest and open' brand proposition within the emerging markets of Asia, Africa and the Middle East. It found the ideal partner in the BBC.
Standard Chartered Bank had just launched its new branding campaign -'Here for good' a few months earlier, in April 2010. It was a position that the bank hoped would reinforce the company as honest and open and built on tradition and heritage. It portrayed itself as being committed to helping the...