Standard Chartered Bank Launches Insight-led Priority Banking Campaign



(30 October, 2023 – Hong Kong) Standard Chartered Bank (“Standard Chartered”), a leading financial institution committed to providing exceptional banking services and wealth management to affluent customers, is proud to announce the launch of its latest advertising campaign to date. Partnering up with renowned marketing company Publicis Groupe, Standard Chartered’s regional Priority Banking campaign is set to bring to life the vision of Priority Banking wealth management to the globally minded, forward-thinking clientele.

“This campaign is not just a departure from the norm – it’s a leap forward,” said Haymans Fung, Head of Marketing CPBB and Head of Global Partnerships Marketing, Standard Chartered Hong Kong. “We’ve thoughtfully designed this endeavor to integrate customer insights, creative storytelling, and a distinctive focus on character-building. By leveraging our rich customer data and understanding, we learned that being able to help our customers to uncover hidden values in wealth and investment is what we they are looking for from a bank. This campaign embodies our commitment to originality and to offering our clients wealth opportunities that go beyond the conventional.”

From concept to execution, the campaign demonstrates Standard Chartered’s openness to innovation. Distinct from conventional campaigns that often rely on celebrities, this initiative is rooted in human truths within the affluent segment, focusing on wealth opportunities that transcend the obvious. This blend of expert insights and narrative techniques differentiates the campaign from competitors, fostering a deeper connection with our audience.

The fully integrated approach to the campaign results in a variety of media channels, sparking conversations and delivering compelling narratives across all touchpoints. These channels include outdoor advertising for immediate impact and brand building, and social media engagement with the help of young influencers, such as Jay Fung and Tim Wong, who resonate with the younger and emerging affluent sector. Additionally, we harness TV and YouTube for comprehensive storytelling. Search and display will be key to driving campaign performance.

“Standard Chartered’s Priority Banking stands out as the partner for those who yearn to see beyond the obvious. It’s an exciting journey to embark on as it offers clients a wealth management experience that is beyond the expected, empowering them to explore possibilities wherever they may be,” said Yvonne Lam, MD, Head, Affluent Segment & Strategic Alliance, Standard Chartered Hong Kong.

Standard Chartered

We are a leading international banking group, with a presence in 53 of the world’s most dynamic markets and serving clients in a further 64. Our purpose is to drive commerce and prosperity through our unique diversity, and our heritage and values are expressed in our brand promise, here for good.

Standard Chartered PLC is listed on the London and Hong Kong Stock Exchanges.

The history of Standard Chartered in Hong Kong dates back to 1859. It is currently one of the Hong Kong SAR’s three note-issuing banks. Standard Chartered incorporated its Hong Kong business on 1 July 2004 and now operates as a licensed bank in Hong Kong under the name of Standard Chartered Bank (Hong Kong) Limited, a wholly-owned subsidiary of Standard Chartered PLC.

For more stories and expert opinions please visit Insights at Follow Standard Chartered on Twitter, LinkedIn, and Facebook.

This press release is distributed by MSL Group on behalf of Standard Chartered Hong Kong.



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Edmund Shing, PhD

Global Chief Investment Officer
BNP Paribas Wealth Management

Edmund has over 29 years of experience in financial markets in a wide variety of positions, ranging from proprietary trading to portfolio manager in a number of financial institutions in London and Paris.  He previously held the role of Global Head of Equity and Derivative Strategy at BNP Paribas in London from 2015 to 2020, and has been Chief Investment Officer at BNP Paribas Wealth Management since November 2020.

Edmund is responsible for piloting our investment strategy and will continues to rollout out recommendations and themes with actionable advice that brings our expertise to our clients and support to our client-facing teams.  In this time of change, his expertise in following and anticipating markets is a true value added for both our customers and those at Wealth Management who serve them.

Edmund has a PhD in Cognitive and Computing Science from the University of Birmingham in the United Kingdom, and has done advanced studies in Knowledge-Based Systems and in Experimental Psychology.  He is an EFFAS-certified financial analyst. He has also authored the book “The Idle Investor” published by Harriman House in 2015, proposing 3 simple investment strategies that take only a few minutes to execute per month.

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