Standard Chartered has launched “Move Ahead,” a new global brand campaign inspired by its partnership with Formula 1 and built around the idea that sustained preparation and performance contribute to long-term success. The campaign builds on the bank’s existing global brand platform, “Now Is Your Time,” and focuses on how Standard Chartered works with clients across international markets. According to the bank, the campaign highlights its role in supporting clients as they expand internationally, manage and protect wealth, invest for the future and manage risk. The new campaign uses Formula 1 as a creative reference point, drawing parallels between the preparation, precision and decision-making involved in motorsport and the financial decisions businesses and individuals make when pursuing opportunities. Standard Chartered announced the campaign on September 28, with the rollout scheduled across its digital, social and owned channels from September 2026.
The “Move Ahead” campaign is based on the premise that performance is built through a series of decisions and preparation rather than being determined by one defining moment. Standard Chartered is using the global reach of Formula 1 to communicate this message while connecting it with the services it provides to corporate and individual clients. The bank said its international network, local market knowledge and expertise allow it to connect clients with opportunities across markets. The campaign therefore covers several areas of the bank’s business, including international expansion, wealth management, investment and risk management. Standard Chartered’s Formula 1 partnership provides the campaign with a global platform that can connect the banking brand with an international audience while giving the bank an opportunity to present its financial services through a sports-focused creative concept.
Technology also plays a role in the development of the campaign. Standard Chartered said “Move Ahead” was produced through a combination of human creativity, strategic direction and AI-enabled production. The bank said this approach allowed its creative team to develop Formula 1-inspired visual experiences and perspectives that would have been difficult to capture during the racing season. Sarah Hagan, Global Co-Head of Corporate Affairs, Brand and Marketing at Standard Chartered, said the campaign reflects the importance of preparation, insight and acting when opportunities emerge. Eva Ang, Global Co-Head of Corporate Affairs, Brand and Marketing, said the campaign combines the bank’s international network with the reach of its Formula 1 partnership and draws on themes of precision, teamwork and performance. Their comments form part of the bank’s explanation of the campaign’s creative direction and intended brand message.
The global rollout of “Move Ahead” is scheduled to continue across Standard Chartered’s digital, social and owned media channels from September 2026. The campaign represents a continuation of the bank’s wider branding strategy while introducing Formula 1 as a central creative element. Standard Chartered operates as an international banking group with services covering areas including corporate and investment banking and wealth management, making the campaign relevant to both business and individual financial customers. The bank has described Formula 1 as an important platform for communicating its international reach and connecting its brand with themes associated with preparation, teamwork and performance. For the financial-services sector, the campaign also illustrates how banks are increasingly using sports partnerships, digital media and AI-enabled creative production to communicate their services and brand positioning to audiences across multiple markets.
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