Standard Chartered takes its wealth push into the AI era

Standard Chartered has launched the third phase of its "Now's your time for wealth" campaign, tapping artificial intelligence (AI), real-time audience signals and local digital platforms to sharpen how it reaches affluent consumers across key markets.

Working with dentsu Singapore, the bank is rolling out an integrated, full-funnel media strategy that uses AI-driven performance insights to optimise creative delivery, budget allocation and bidding across channels, while retaining human oversight and strategic control.

The latest phase also uses live market movements, cultural moments and audience signals to trigger content in real time, allowing the bank to engage audiences based on shifts in attention and intent.

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Standard Chartered is additionally tapping local digital platforms across Asia, including Naver in Korea, YiCai in China and LINE in Taiwan, to deliver more targeted and personalised experiences. Generative AI is also being used to turn the campaign's hero visuals into short-form videos, extending static creative into new formats.

The campaign comes as affluent consumers increasingly diversify their investments across wealth hubs and reassess opportunities amid shifts in the global economic environment. Standard Chartered said the latest phase aims to bring together its international network, wealth expertise and advisory capabilities to help clients navigate those changes.

Haymans Fung, global head of marketing, wealth and retail banking at Standard Chartered, said affluent investors are operating in an increasingly interconnected environment, driving demand for trusted expertise and cross-border support.

"Through our latest 'Now's your time for wealth' campaign, we are combining our wealth expertise with AI-powered innovation to deliver more relevant content, timely insights and personalised experiences," Fung added.

Meanwhile, Sumeet Parab, client president at dentsu, said reaching affluent audiences today requires brands to go beyond simply connecting data, content and media, with technology increasingly being used to continuously optimise how those elements work together across different markets and moments.

He added that the partnership combines audience understanding with data, technology and AI-powered media optimisation to improve the relevance and precision of Standard Chartered's wealth marketing.

"By combining dentsu’s technology and expertise with Standard Chartered’s understanding of its clients, we are able to create more connected, responsive and impactful media experiences across markets," he said. 

The third phase builds on Standard Chartered's broader "Now's your time for wealth" platform. Its second phase, rolled out in December last year and also led by dentsu Singapore, put the bank's chief investment office (CIO) at the centre of its regional wealth narrative, using CIO-led market intelligence and a mix of out-of-home and digital channels to reach affluent clients managing cross-border portfolios.

The campaign also comes as Standard Chartered reviews its global agency arrangements. The bank is currently conducting a global integrated agency pitch, with a request for information issued in July. MARKETING-INTERACTIVE understands the review covers both creative and media duties and is likely to conclude towards the end of the year.

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