SINGAPORE — Standard Chartered has launched the second phase of its “Now’s Your Time for Wealth” campaign, placing the bank’s Chief Investment Office (CIO) at the centre of its regional wealth narrative. Designed for affluent clients managing cross-border portfolios, this next phase spotlights one of the most powerful and globally connected sources of market intelligence in today’s volatile climate.
As more clients diversify into regional wealth hubs and reassess their risk exposure, Standard Chartered’s CIO emerges as the anchor for direction, stability, and opportunity across markets. At the heart of the campaign is a bold delivery of real-time, world-class investment insight—precisely when affluent investors need it most.
This extended phase introduces a suite of CIO-powered intelligence through content formats designed to give investors direct access to the bank’s high-frequency market outlooks, sector calls backed by deep expertise, and timely cross-market guidance. New editorial partnerships and digital releases aligned with market movements amplify the CIO’s perspectives to a wider affluent audience.
With this rollout, Standard Chartered reinforces its role not only as a bank, but as a strategic partner for globally minded investors seeking clarity, confidence, and informed decision-making across every financial milestone.
Supporting this comprehensive rollout is a full-funnel integrated media strategy developed with dentsu Singapore, targeting investors across multiple touchpoints.
Multi-channel media strategy
- Diverse media formats: Out-of-home (OOH), Meta, LinkedIn, YouTube, programmatic media, Google Demand Gen, and AI-enabled search ensure extensive coverage across investor segments.
- Offline-to-online retargeting: Aligns messaging with investor behaviour across traditional and digital channels.
- Connected TV and audio: Podcasts, online radio, and connected TV address evolving content consumption, delivering more personalised and engaged experiences.
- Customer Data Platform (CDP) integration: Enables messaging tailored to client needs, such as targeting customers with CIO insights aligned to their investment behaviours.
Haymans Fung, Global Head of Marketing for Wealth and Retail Banking, Standard Chartered, said
“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. 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.”
Sumeet Parab, Client President, Media, dentsu Singapore, added “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.”
The first rollout of the “Now’s Your Time for Wealth” campaign in January 2025 featured a mix of airport and in-city OOH activations, print ads, films, and partnerships with major international, regional, and local media across seven key markets.
