Standard Chartered and Man Bites Dog have been awarded the prestigious Best Corporate Campaign in the 2018 CorpComms Awards, for their ‘G7 to E7’ emerging markets trade campaign.
International trade between emerging and established markets has risen to the top of the banking agenda. Standard Chartered challenged Man Bites Dog to create a campaign platform that would leverage its unmatched emerging markets expertise.
Man Bites Dog’s strategy was to turn Standard Chartered’s uniquely broad growth market footprint into competitive advantage, making emerging markets relevant in developed markets by building powerful evidence-based insights into the trade between them.
Our big idea was to create a branded concept to represent this new set of nations comprising a significant 47% of emerging market imports. The emerging market counterpart to the G7: the E7 (Emerging 7). The Standard Chartered G7:E7 Trade Performance Index was born, highlighting the multi-billion dollar export opportunity for G7 corporates in emerging markets. This signature thinking reinforced Standard Chartered’s position as the leading emerging market bank and captured the imagination of media and global influencers alike.
Simon Kutner, Former Executive Director for Group Media Relations at Standard Chartered commented: “With a 150 year history in high growth emerging markets, the Trade Performance Index perfectly showcased Standard Chartered’s global trade leadership. The quality of Man Bites Dog’s strategy, ideas, and content really set this campaign apart - the E7 emerging nations concept made a real splash in the media, and turned our unique footprint into competitive advantage.”
Claire Mason, founder and CEO of Man Bites Dog commented: “With the G7 to E7 Trade Performance Index, Standard Chartered and Man Bites Dog developed powerful new signature thinking that boldly claimed the bank’s heartland in a way that competitors could not hope to emulate. It was a pleasure to build on our long-term partnership with Standard Chartered’s expert team with another highly successful thought leadership campaign and have this recognised by the industry. This is another great achievement for Man Bites Dog’s respected international trade team.”
The awards judges added, "This smart, simple idea for tracking developing markets trade with the G7 sets a standard that Standard Chartered can build on each year, and is an example of intellectual rigour as the basis for a well-received PR campaign."
Man Bites Dog is The Strategic Ideas Company, partnering with knowledge-rich businesses to turn intellectual capital into competitive advantage.
By working with companies at critical stages of their lifecycle – from new leadership, M&A, to the launch of new strategies, products, and services – Man Bites Dog solves key business challenges by defining corporate purpose and developing thought leadership campaigns.