Standard Chartered doubles down on investment guidance in latest wealth push

Standard Chartered has rolled out the second phase of its “Now’s your time for wealth” campaign, putting its chief investment office (CIO) at the centre of its regional wealth narrative.

The latest phase is targeted at affluent clients managing cross-border portfolios, as more investors diversify into regional wealth hubs and reassess their risk exposure amid market volatility.

At the core of the campaign is the delivery of CIO-led market intelligence, including real-time outlooks, sector calls and cross-market guidance. Standard Chartered said the insights will be distributed through a mix of editorial partnerships and digital content releases timed to market movements.

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The bank added that the move is aimed at giving clients more direct access to its investment expertise across markets and cycles.

To support the rollout, the full-funnel integrated media strategy is led by dentsu Singapore. The campaign spans out-of-home advertising as well as digital channels such as Meta, LinkedIn, YouTube, programmatic media, Google Demand Gen and AI-enabled search.

Offline-to-online retargeting will also be used to align messaging with users’ investment behaviours across traditional and digital touchpoints. Additional channels include podcasts, online radio and connected TV to reach audiences based on evolving media consumption patterns.

Standard Chartered is also leveraging its customer data platform (CDP) to personalise messaging, with clients receiving CIO insights based on their investment behaviours and preferences.

“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," said Haymans Fung, Global head of marketing for wealth and retail banking at Standard Chartered.

She added, "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.”

In tandem, Sumeet Parab, client president, media, dentsu Singapore, said, “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," he added. 

The latest wealth push follows a broader shift in how the bank is framing its relationship with affluent clients. In August, Standard Chartered rolled out its “WellnessNOW” campaign, which positioned financial wellness as part of overall well-being.

The three-part video series explored themes such as breathwork, mindfulness, Ayurveda and detox, drawing parallels between personal routines and financial decision-making. Unlike traditional bank advertising, the campaign carried no direct call-to-action or product placement, and was aimed at affluent consumers prioritising emotional, physical and mental clarity alongside wealth growth.

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