The bank said its campaign's new phase focuses on insights via its investment team and how these can support affluent clients.

Standard Chartered has launched the second phase of its “Now’s Your Time for Wealth” campaign, placing the bank’s chief investment office at the centre of how it explains its views. 

The phase is aimed at affluent clients managing cross-border portfolios, the bank said. The markets covered by the campaign are Singapore, Hong Kong, mainland China, Korea, Taiwan, the UAE, and India.

Ideas from the investment office are being sent across a range of formats: “out of home” advertising, Meta, LinkedIn, YouTube, programmatic media, Google Demand Gen, and AI-enabled search; it is also using channels such as online radio, podcasts and TV.

“Investors today are navigating a far more complex landscape, with geopolitical developments and market shifts influencing decisions across borders,” Haymans Fung, global head of marketing for wealth and retail banking at Standard Chartered, said. “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.”

The first phase of the “Now’s Your Time for Wealth” campaign (see a story here) ran in a mix of out-of-home advertising across airports and in-city sites, print advertising, film and content partnerships with leading international, regional and local media.