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Standard Chartered Bank’s Emma Sheller: ‘Marketing needs to be bolder’

Opinion • Gabey Goh, October 2021

The business of banking has become increasingly dynamic and crowded. Emma Sheller, Global Head Brand & Marketing for Standard Chartered Bank, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the banking brand is positioning itself as a change agent and the need for marketing to not retreat to safe and familiar spaces.

Banco Popular Dominicano: El Lado Positivo

Case Study • SABRE Awards, LATAM, Gold, 2021

Banco Popular Dominicano, a bank, launched a campaign in the Dominican Republic to help the country overcome the pandemic and see beyond the crisis.

Ally Financial: Ally Island, the only bank worth visiting in Animal Crossing

Case Study • APG (UK), Entrant, 2021

Ally, a digital bank, launched a campaign in the US and created an experience within the game, Animal Crossing, which is modelled after the real world.

Starling Bank: How planning (and a little bit of luck) helped Starling fly

Case Study • APG (UK), Entrant, 2021

Starling, a digital bank, launched a campaign in the UK to change banking for good and attract new customers to its business accounts.

Cathay United Bank: Taiwan’s ATM god

Case Study • YouTube Works for Brands, Taiwan, Creative Innovation, 2021

Cathay United Bank, a banking brand, differentiated its brand in a crowded financial services market in Taiwan by launching a series of ATMs featuring local Taiwanese designs, which was promoted through YouTube ads.

Bank OCBC NISP: Save 20 by nyala

Case Study • YouTube Works for Brands, Indonesia, Best Media Orchestration, 2021

Bank OCBC NISP, a financial services company, increased awareness among younger consumers in Indonesia by encouraging them to start saving regularly through social challenges and YouTube video ads.

Why HSBC gets data and insights together in its marketing team

Article • Brian Carruthers, Event Reports, DMEXCO Conference, September 2021

HSBC’s global CMO believes that interpreting data, and fusing this information with insights, is the “special responsibility” of the marketing team.

Starling Bank: Breaking the Banks – How a shed helped Starling become the fastest growing business bank in Europe

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Starling, a banking app, increased its number of business accounts in the UK by positioning itself as a digital bank with substance and heart.

3 in 15: Reaching the Brazilian consumer

Article • Lena Roland and Cathy Taylor, WARC Exclusive, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, discusses what brands need to know about reaching the Brazilian consumer with WARC.com's managing editor Lena Roland.

Nationwide Building Society: How Nationwide took a powerful stand for frontline staff across the nation

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Nationwide, a banking brand, showed its commitment to supporting its own colleagues on the front line with its #TogetherAgainstHate campaign.

Varo: Democratized dollars

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Varo, a financial services company, launched a campaign in the US after becoming America's first digital bank, targeting low-income earners who had been left behind by traditional banks.

Bucking the declining trust trend in financial services

Article • Andrew Wilde, WARC Exclusive, August 2021

Explains the findings of Edelman’s latest Trust Barometer which found brand trust in the financial sector is in steep decline.

KCB Foundation: 2jiajiri

Case Study • SABRE Awards, Africa, 2021

KCB Group, a financial services holding company, encouraged young people in Kenya to join its upskilling programme using on ground recruitment and social media outreach.

What’s working in financial services

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in the financial services category.

Addressing mental availability is more important than brand rejection for B2B marketers

Article • Stephen Whiteside, Event Reports, LinkedIn/B2B Institute webinar, August 2021

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

EGBank: 120 days of happiness

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Egyptian bank EGBank turned traditional thinking on its head to appeal to young people in a fun way, generate leads and boost take-up of its loan offer.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

How open banking is creating opportunities for industries, and consumers, in Brazil

Article • Daniele Lazzarotto, WARC Exclusive, Spotlight Brazil, August 2021

This article explains the ramifications of the launch of open banking in Brazil; open banking uses third-party applications to give consumers more access and control over their financial accounts.

Championing modern Britain: A guide to delivering positive representations of ethnicity in marketing communications

Article • WARC Best Practice, July 2021

Discusses Lloyds Banking's tangible learnings and practical actions that it can take to make its communications more inclusive and positive in its representation of ethnic minorities.

Post-COVID expectations and behaviours: Gen Z and financial services

Article • Liz Baines, WARC Exclusive, July 2021

The financial lives of Gen Z have been thrown into turmoil by the COVID-19 pandemic.

Stavební spořitelna České spořitelny: The Protozoan Experiment

Case Study • SABRE Awards, EMEA, Gold, 2021

Buřinka, a building society, built the first Czech 3D-printed floating house made from concrete.

BBK Foundation: The last older person to die in loneliness

Case Study • SABRE Awards, EMEA, Gold, 2021

BBK, a banking foundation, launched its campaign Invisible Loneliness in Spain to draw attention to loneliness among older people.

Football and the art of delivering a customer-centric business experience at Standard Chartered Bank

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Standard Chartered Bank’s Pedro Sousa Cardoso shares how organisations can deliver an exceptional customer-centric experience by leveraging data-led insights inspired by the beautiful game.

Emirates NBD Saudi Arabia: The man who never got anything back

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2021

Banking brand Emirates NBD created uplifting branded content to raise awareness and encourage take-up of its Mazeed cashback credit card in Saudi Arabia.

HomeEquity Bank: HomeEquity Bank Rebrand

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

HomeEquity Bank (HEB), a bank, launched a campaign in Canada to increase brand awareness and challenge outdated perceptions about seniors to promote its reverse mortgage solution.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
What's working in banking

Article • WARC Category Intelligence, March 2019

Global strategies, campaign updates and trends in the banking category.
What's working in insurance

Article • WARC Category Intelligence, November 2019

Global strategies, campaign updates and trends in the insurance category.
Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.
What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.