South Africa’s Standard Bank, the
country’s largest, has rolled out its first integrated global and
in-country advertising campaign to support the group’s growth in
emerging markets. The campaign, launched in mid-July, is targeted
to reach 475 million people in about 30 countries.
Sarah-Anne Orphanides, Standard Bank’s group
marketing director, said in a statement: “From a marketing
perspective, we [are] positioning Standard Bank as a single brand,
as a globally-focused bank with emerging markets at the core, and
as a strong regional bank.”
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To build the campaign, Standard Bank sought
the views of all 50,000 employees in 33 countries through an
employee engagement survey called Heartbeat. It also developed an
internal social network site called BlueConnection.
“This alignment of business strategy and
creative approach is what underpins the new Standard Bank
pay-off-line of ‘Moving Forward’,” said Orphanides.
Standard Bank has made recent acquisitions in
Nigeria, Kenya, Russia, Argentina and Turkey. China’s largest bank,
Industrial and Commercial Bank of China, has a 20 percent share in
the group.
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