How Standard Chartered is navigating the future of global banking

Standard Chartered has rolled out its new corporate and investment banking (CIB) campaign, "Navigator: Make growth your next step", designed to showcase the bank’s cross-border capabilities through a unified global platform.

The campaign aims to position the bank as a leading choice as a global connector, linking clients to opportunities, capital and expertise, while empowering every market to speak with one voice and tailor messaging to local relevance.

In conversation with MARKETING-INTERACTIVE, Melissa Lim, global head of marketing, Standard Chartered Bank Singapore, said the campaign was inspired by the realisation that in a world where capital, ideas and corporate business move faster than ever, cross-border capability is no longer a competitive advantage, but a defining one.

Don't miss: Standard Chartered's new global platform champions bold moments and decisive action 

The campaign launched on 9 February across 18 markets, including China, Hong Kong, Taiwan, Japan, South Korea, Singapore, Australia, India, Germany, Sweden, UAE, South Africa, Saudi Arabia, Turkey, Brazil, Qatar, Egypt and Zambia. It is supported by media agency Dentsu and creative agency Publicis, with web, social, digital, paid media and targeted events driving engagement.

This integrated approach allows the bank to maximise reach, deepen engagement and maintain global consistency, while giving markets the freedom to activate in ways that resonate with their audiences. Lim explained that the 'Navigator' concept serves as a flexible framework: "By adapting the navigator framework locally, we ensure that our message remains relevant and impactful across diverse regions, whilst remaining globally consistent. That balance is critical, it reinforces our position as a global connector, while ensuring relevance on the ground."

Post-launch, the bank will focus on sustaining and amplifying the momentum it has built and continue leveraging the 'Navigator' concept as the unifying idea.

Lim also highlighted recent hires within the CIB marketing team, describing them as strategic additions to strengthen capabilities. "These appointments reflect a clear ambition: to build a modern marketing function that can support an ambitious, growth-oriented business with increasingly sophisticated client needs," she said.

"The team is focused on raising the bar—bringing together rigour and creativity, precision and imagination. We’re focused on delivering work that is sharper, more relevant, and more resonant—connecting commercial outcomes with creativity, precision, and client insight. The goal is not simply to communicate, but to create work that is differentiated and grounded in a deep understanding of our clients and markets," she added.

By investing in specialist skills and diverse perspectives, Standard Chartered Corporate & Investment Banking is building a marketing capability designed to challenge convention, stretch itself continuously, and play a meaningful role in driving long-term business growth.

Looking ahead, Lim said the campaign marks the start of a broader push to sustain momentum throughout the year."We’ll continue bringing our cross-border strategy to life with consistent, high-impact activity across markets and channels. The direction is clear, and we’re moving forward with confidence and ambition."

On the consumer front, the bank has rolled out its "Invest like champions" global campaign developed in partnership with Liverpool Football Club (LFC). The campaign promotes the bank's Signature CIO Funds across 12 key markets, leveraging the bank's long-standing partnership with the club to connect the passion of football with disciplined, expert-led investing. 

The campaign features key roles of LFC players on the field to specific wealth investment tactics, framing investing through the lens of strategy, prepartion and consistency. 

Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing.

Related articles:  
Standard Chartered doubles down on investment guidance in latest wealth push 
Standard Chartered redefines wealth through wellness via content push  
Standard Chartered names new global corporate coverage marketing director