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Standard Bank Private: Live Wealthier
In a category that still largely defines wealth as something exclusively material—a nice car, a big house and other fancy belongings—banks have an opportunity to resonate more deeply with their target customers if they evolve their advertising to reflect their audiences’ evolving perspective on wealth. So says M&C Saatchi Abel head of strategy, Makosha Maja-Rasethaba. M&C Saatchi Abel, part of Africa’s biggest independent, locally owned group of creative companies, The Up&Up Group, worked alongside Standard Bank Private and released the positioning campaign in May. “It was an emotive execution that resonates deeply because it’s rooted in audience insights and purpose.
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