STANDARD CHARTERED STRENGTHENS BRAND TO SUSTAIN ITS GROWTH IN THE WORLDíS FASTEST-GROWING ECONOMIES
London and Singapore, 31 March 2010: Standard Chartered will today begin rolling out a global brand campaign focused on its commitment to being a positive force in the markets where it operates across Asia, Africa and the Middle East. The campaign will help to establish the Bankís new brand promise, ĎHere for goodí, underlining the Bankís distinctive approach to international banking and creating a strong platform for continued growth.¬†
Standard Chartered has delivered record income and profit for seven successive years, winning customers and market share, even during the financial crisis. The new brand promise captures the ethos that has driven this achievement, one which has remained consistent throughout the Bankís 150-year history. A simple phrase with multiple meanings, ĎHere for goodí sums up Standard Charteredís commitment to developing deep relationships with its clients and customers; its values, conduct and focus on sustainability; and its longevity, heritage and continued strong performance.¬†
Peter Sands, Group Chief Executive, Standard Chartered, said, ďOur brand is all about commitment. Weíre here for good, to create value for our shareholders, to support and partner our clients and customers and to make a positive contribution to the broader community. Weíre here for the long term. We donít run when things get tough. We donít dodge tough decisions and trade offs. This is the way we do business: it has underpinned our strategy and success for over 150 years across Asia, Africa and the Middle East; and it will be the foundation for our future.Ē
Here for good will help reinforce stakeholdersí understanding about what Standard Chartered stands for and it will also serve to focus employees on what they should live up to everyday. From helping families to secure their financial future to supporting communities to create a prosperous and sustainable future, Here for good is Standard Charteredís promise and commitment.¬†
The brand campaign will bring to life Standard Charteredís longstanding commitment to its customers, clients and communities; the Bankís deep local knowledge and heritage in the worldís fastest-growing economies; and its determination to build a sustainable business. The campaign, developed by advertising agency TBWA, will run globally in television, print, digital and outdoor media.
The campaign comes ahead of the Bankís sponsorship of Liverpool Football Club from July 2010, which will significantly expand global awareness of the brand.
ó ENDS ó
For further information please contact:
Head of Corporate Affairs
Tel: +(232-22) 225097¬†¬† Fax: +(232-22) 225760