Standard Chartered Bank: Here For Good

This case study explains how Standard Chartered Bank built on an existing brand message to enhance its reputation across Asia, the Middle East and Africa.

Standard Chartered Bank: Here For Good

Robin Nayak and Vu Nguyen

Campaign details

Brand owner: Standard Chartered BankAgency: TBWA\ Singapore, Digital Arts Network (DAN), OMD SingaporeBrand: Standard Chartered BankCountry: Bangladesh,Bhutan,Brunei Darussalam,Cambodia,China,Hong Kong,India,Indonesia,Japan,Lao People's Democratic Republic,Macau,Malaysia,Mongolia,Myanmar,Nepal,North Korea,Philippines,Singapore,South Korea,Sri Lanka,Taiwan,Thailand,VietnamChannels used: Internet – display, Internet – microsites, widgets, Magazines – consumer, Mobile and apps, Newspapers, TelevisionMedia budget: 10 – 20 million

Executive summary

Amidst a climate of recession and distrust of the financial industry, Standard Chartered Bank launched its lauded 'Here For Good' brand promise in 2010, with the aim of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands