Standard Chartered Calls Global Creative Pitch


Standard Chartered has called for a global creative pitch which is understood to be held out of Singapore. The key markets are understood to be Singapore, Hong Kong, London, and South Africa, among others and the RFI stage is currently underway. TBWA\ is the incumbent agency.

Marketing Interactive reports that last October, the bank handed dentsu International its global media remit covering media planning, buying and strategy. The appointment is for five years and saw dentsu beating out Omnicom Media Group. Dentsu has been working with Standard Chartered since 2017.

Emma Sheller, global head of brand strategy and consumer, private and business banking marketing at Standard Chartered said dentsu came to the table with a deep knowledge of Standard Chartered business, its commitments and how to better drive growth from the media with an “impressive service model and a team” aligned to that value set.

Standard Chartered has had a long-standing relationship with TBWA\, with both parties pushing the boundaries of the bank’s advertising. In 2020, the bank switched up its strategy by using an animated film to illustrate a complex issue in a relatable and relevant way to showcase the importance of global trade. The animated stop motion film tells a charming story of two villages that accidentally chance upon each other’s egg and rice trade, and by default, discover the celebrated and much-loved egg fried rice dish.

Last December, both parties worked together to launch a film demonstrating the impact of carbon, highlighting the bank’s commitment to tacking carbon emissions and helping clients finance a transition to net zero. The campaign used elegant and captivating imagery, moving beyond the clichéd visuals typically associated with sustainability communications.

Meanwhile in Hong Kong, the bank also championed the perseverance of locals during the pandemic with an upbeat two-minute film as part of its “Invest from Home. Bank from Home” campaign in 2020. The film shows various members of a household using its new set of digital services aimed at helping customers fulfil their investment and banking needs from the safety of their homes.

Credit: Marketing-Interactive

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