Standard Chartered’s Haymans Fung on successfully tapping global affluent clients

In an era where financial aspirations transcend borders, Standard Chartered Bank has launched its latest global marketing campaign, “Now’s Your Time for Wealth”. This initiative aims to empower affluent clients to take decisive steps toward securing and growing their wealth. 

In conversation with Adgully, Haymans Fung, Global Head of Marketing for Wealth and Retail Banking at Standard Chartered, sheds light on the campaign’s vision, strategy, and impact.

What inspired the creation of this new campaign for Standard Chartered’s Wealth Management services, and what is its central message?

The “Now’s your time for wealth” global marketing campaign focuses on how we enable clients to get closer to their wealth ambitions, no matter where they are in their wealth journey, highlighting our differentiators and capabilities, such as our global wealth network and expertise in wealth solutions. Using client insights, our campaign is personalised to support our global affluent clients across different client attributes and no matter where they are in their life stage – Global Chinese, Global Indians, entrepreneurs and sophisticated investors - to protect, grow and pass on their wealth. Importantly, we want to bring home the message that clients need to act now to secure their wealth for them and their next generations.

How does this campaign align with Standard Chartered’s broader strategy of serving affluent clients across diverse markets like Hong Kong, India, and the UAE?

For over 165 years, Standard Chartered has been faithfully serving our clients in Asia, Africa and the Middle East. The affluent business is a significant contributor to the group’s income.

“Now’s your time for wealth” is a multi-faceted global marketing campaign that is created for global affluent clients, especially those in India, Hong Kong, Singapore, Mainland China, Korea, Taiwan and UAE. And our creatives demonstrate that diversity, with different ethnicities and languages used to ensure we appeal to all affluent clients and reflect our inclusive stance as a bank. The campaign is developed based on data analysis and insights from our clients, allowing us to develop a personalised campaign with a more holistic client engagement approach, reinforcing our position as an international wealth manager.

What sets Standard Chartered’s Wealth Management services apart from competitors, and how does this campaign highlight those unique attributes?

Our global network in over 50 markets, supported by our wealth hubs and experienced relationship managers and wealth advisors, deliver deep on-ground insights around investment opportunities and expertise in wealth solutions, allowing us to be well positioned to support and advise our affluent clients on their wealth ambitions.

Our diversified wealth product offering, clear wealth advisory approach enabled by digital wealth capabilities, and our open architecture platform of differentiated and comprehensive wealth solutions tailored to their needs are also testimony to our competitive edge.

The campaign calls out the growth opportunities for affluent clients to reach their personal wealth goals, milestones and ambitions.

Given your experience with Mox’s innovative approach, how is this campaign incorporating digital tools and technology to create a more engaging client experience?

We are putting a more customer-centric approach to this campaign by being present where our clients are. This comes through in our media and digital channel choices following them through their journey - whether they are arriving from their business trips, or watching business news on connected TV, browsing on social media or searching for wealth solutions, we have an integrated channel approach to cover all touchpoints. The approach expands to our new and existing client base, with tailored messaging for each segment and each stage in their wealth journey.

How does the campaign address the evolving expectations of affluent clients and enhance their wealth management journey?

Given the increasing international mobility of affluent individuals, this global campaign will reach our clients at various touch points across airports and in-city sites, featuring a mix of out-of-home advertising, print and digital advertising, film, and content partnership with leading international, regional and local media across seven key markets – India, Singapore, Hong Kong, Mainland China, Korea, Taiwan and UAE.

The campaign is developed based on data analysis and insights from our clients and focuses on how we enable clients to get closer to their wealth ambitions, no matter where they are in their wealth journey, highlighting our differentiators and capabilities, such as our global wealth network and expertise in wealth solutions.

Could you share insights into the creative process behind the campaign and how your team collaborated to bring it to life?

We worked with Publicis Groupe in Hong Kong and Singapore to deliver this campaign. Together with our media partner, Dentsu Media and key stakeholders in the bank, we came together to understand the crux of the wealth challenges faced by many affluent clients. Armed with deep client insights, we built a narrative around clients with an international outlook and footprint. Their ambition is to grow their wealth in order to provide for their future generations but yet they are not taking the first step. With this understanding, we married clients’ wealth ambitions and applied the impetus of acting now, underscored by the bank’s unique differentiators. “Now’s your time for wealth” campaign is the synthesis of that powerful combination.

How do you see marketing for Wealth Management evolving with increasing personalization and digitalization, and how is Standard Chartered staying ahead of the curve?

Consumers today are spending more time on digital platforms, allowing us to tap on data to better understand client behaviours, preferences, and needs. When combined with creativity and technology, brands can craft impactful campaigns that truly connect with our clients and result in meaningful outcomes.

At the same time, Marketing budgets are becoming more constrained. We work closely with our media agency to ensure that our marketing efforts are impactful in achieving positive results for the business. Our marketing campaigns have clearly defined the objectives for each marketing channel to ensure the campaign achieves sufficient awareness, consideration, and conversion across the upper and lower funnel.

What metrics will you use to measure the success of this campaign, and what outcomes are you aiming to achieve?

This global campaign is launched as part of the Standard Chartered Group’s wider efforts as we work towards our target of acquiring $200 billion in affluent net new money (NNM) over the next five years and achieving double-digit growth in Wealth Solutions income. This campaign will complement our ability to serve affluent clients globally.

We are confident that overall, the Bank will be recognised as a leading wealth manager and the affluent segment will consider us as their wealth bank of choice. In addition, our campaign will drive business objectives and will contribute significantly to higher AUM and wealth income.

Also Read: Dentsu retains Standard Chartered global media remit