SC connects first time in 155 years

Singapore - Standard Chartered (SC) has launched a TBWA\ Singapore-created advertising campaign, which it says is the first-ever international campaign in the 155 years of its wholesale banking business.

Centered around the concept of connectivity, the TVC targets Asia, Africa and the Middle East via key broadcast channels, with the objective to strengthen relationship with existing clients.

"The TVC is about how SC connects B2B and business to the world. We chose molten steel as a metaphor because steel is at the heart of the multi- billion projects across the bank's footprint in these key markets," John Sheterline, creative director TBWA\ Singapore, said.

Elizabeth Armstrong, SC's global head of marketing for the wholesale banking business, said this side of the business has been radically transformed over the last five years by product depth and services.

"The time is right for this campaign, especially in the current economic climate. We want to reiterate our commitment to our clients and our markets by drawng attention to thte significant growth opportunities that exist," Armstrong adds.

A print campaign will follow the TVC.