How a media technique bridging outdated and new worlds received MediaWorks 2024 | Information

Corporations and clients alike are likely to have long-term relationships with their banking companions, counting on belief and stability that grows over time. For a financial institution seeking to win over new companies and prosperous people in markets the place native banks fiercely defend their house turf, the problem is very daunting.

Nonetheless, that is the check this yr’s MediaWorks delegate groups confronted from shopper Commonplace Chartered (SC), who in the end chosen a successful alternative that not solely celebrated the financial institution’s historic legacy and deep roots in Asia but additionally innovatively mixed it with focused messaging to a contemporary viewers.

Greater than an intense three-day workshop, Marketing campaign’s MediaWorks is an intense annual trial-by-fire for dozens of younger media professionals. Held not too long ago in Bangkok, the occasion cut up 43 aspiring future media leaders into groups, paired with veteran business mentors who competed by making ready a complete marketing campaign and complete media technique in response to an actual shopper temporary inside a matter of days. 

Acute strain, unforgiving deadlines, sleepless nights, and the necessity to navigate workforce dynamics are tough sufficient. Compounding these by the challenges of a posh temporary is even trickier.

The temporary 

On this yr’s temporary, SC needed to focus on new purchasers for its worldwide wealth administration providing and develop its share with company and institutional purchasers. But, in lots of its key markets, SC was not the first financial institution and bumped into intense competitors from native establishments, which are usually extra acquainted domestically.

With out the identical degree of presence inside every market as native banks or the media budgets of opponents, how can SC reassure clients and develop native familiarity and recognition of its wealth merchandise whereas not shedding sight of its sturdy worldwide community however underscoring it? 

Groups had been requested to assist prosperous people and monetary decision-makers perceive why banking with SC has inherent advantages by fostering familiarity by way of a method that maximises each media greenback spent. 

“The temporary was an formidable and difficult one with clear aims to extend familiarity with Commonplace Chartered as a financial institution, showcase our experience in wealth administration and reinforce the notion of our sturdy worldwide community throughout dynamic markets,” says Shiv Taneja, director of world model advertising at Commonplace Chartered.  

Responding to problem 

The younger MediaWorks delegates set to work beneath what many later described as a “strain cooker” surroundings, dealing with a extreme time crunch to get all of the work executed.  

“We had two days for the entire presentation, and we would have liked to work with individuals we by no means met earlier than,” mentioned Truc Hoang from Publicis Media Vietnam. “It is difficult to work along with a number of kinds and cultures, give a rushed deadline.” 

Apparently, a number of the largest property throughout the varied groups additionally offered a number of the largest challenges. Practically all spoke of the splendidly various groups from 11 totally different Asian markets that needed to overcome language boundaries whereas not solely expressing concepts but additionally in executing them. 

“It is contradictory,” famous Geetika Kalra of Initiative Singapore. “Variety is probably the most liked and difficult for me. Difficult to grasp and make individuals perceive one another’s concepts and ideas inside crunched time. Additionally unbalanced range within the abilities of every workforce to have the ability to win a pitch.”  

To assist the groups alongside, delegates got periods with the shopper and companions to make clear the temporary and get a deeper understanding of their merchandise.  

“We had been impressed by how the groups managed to obviously perceive the complexities of the challenges outlined within the temporary, uncover attention-grabbing shopper insights backed by information, craft a method with a viewpoint and suggest artistic media activation concepts,” says Amelia Tan, affiliate director of world model advertising at Commonplace Chartered. 

The successful pitch  

Finally although, one workforce would win over the shopper – Crew Manju led by mentor Julien Courant, COO of Omnicom Media Group Vietnam. They did so with a robust impression on day one by bouncing off their early technique concepts off the shopper and taking in suggestions in what was in the end a posh media technique that concerned every little thing from social media influencers to monetary publications to out of house. 

“They offered probably the most attention-grabbing identification of the target market defining them as cultural innovators and we as a jury might see fairly clearly that their technique linked to their identification of viewers and gave us a brand new lens of taking a look at potential purchasers,” explains MediaWorks chair Amrita Randhawa. “Then in each media tactic that they selected they adopted by way of on underscoring heritage and modernity, sparking curiosity and connecting with cultural innovators.”

One of many symbols of SC’s thought and technique to strike the fitting tones in balancing its heritage and modernity was an thought to create a Bridgerton spin-off movie to attempt to emerge from the “ocean of sameness” that the majority financial institution adverts face. Whereas SC’s entrepreneurs appreciated the nod to heritage and modernity, the drama wasn’t an ideal match, given its time interval setting with a forged and plot that strays considerably from the beliefs of stability and power and the worldwide community that the establishment stood for, so some diversifications to the concept had been wanted.

However in the end, by responding nicely to suggestions, the workforce was capable of carry ahead a plan that could possibly be tailored with many prospects and partnerships to succeed in SC’s goals. 

Chloe Chua, SC’s supervisor of world model advertising mentioned Manju “demonstrated a radical understanding of the problem and carried their technique by way of to concepts cohesively, nicely backed with information and a transparent rationale. They offered with aptitude and proposed daring and inventive concepts that showcases Commonplace Chartered’s distinctive world community and capabilities.” 

Crew Manju