Trade tensions between the US and China followed by supply chain disruptions stemming from Covid-19 and inward-looking policies gave rise to a de-globalisation narrative. Experts hailing from academia, industry, and government declared the end of globalisation. And media outlets around the world embraced this narrative.

Standard Chartered disagrees. Globalisation yielded tremendous progress for decades, lifting millions of people out of poverty, accelerating innovation, creating jobs and much more. While the bank acknowledged room for improvement—especially around how the benefits are shared—it firmly believes that continued progress and prosperity are rooted in collective action and cooperation. It sought to challenge the de-globalisation narrative through a campaign that surfaced the biggest challenges of globalisation and put forward solutions to realize a more inclusive future.

With 80% of its footprint located in emerging markets, Standard Chartered aspires to use its global connections and network to ensure these nations reap the benefits of globalisation.

We partnered with Standard Chartered on a campaign called Resetting Globalisation to better understand the prevailing narrative. Bespoke research sits at the heart of Resetting Globalisation. Bloomberg Media surveyed 3,054 business leaders representing 10 industries across 20 markets to understand which aspects of globalisation are working and which are not. Alongside the research, we conducted three Think Tanks with some of the world’s most influential business leaders and politicians to determine how to fix the aspects of globalisation that are not working.

We surrounded the white paper with a series of articles, videos, and podcast episodes. Each article and podcast episode brings in a different expert to explore findings from our bespoke research and what they mean for our future. The campaign resulted in better perceptions of Standard Chartered (80%), especially on being committed to advocating for a balanced & sustainable approach to globalisation.

We designed Resetting Globalisaiton to resonate with business decision makers, investors, and C-suite among Bloomberg’s audience. To ensure success, we leaned into Bloomberg’s Audience Intelligence tool to see which topics this audience wanted to know more about. We focused on those areas for the articles, podcasts, and videos, integrating insights from our white paper research along the way.

Given the campaign’s multi-year duration, we launched each piece of content strategically. Everything stemmed from the unparalleled data gathering that took place via Bloomberg's Audience Intelligence tool, and distilled insights from 3,054 quantitative surveys, 54 qualitative interviews, three Think Tanks, and weeks of desk research.

Our partnership with Standard Chartered included a brand lift study. Additionally, the campaign resulted in better perceptions of Standard Chartered (80%), especially on being committed to advocating for a balanced & sustainable approach to globalisation.

The brand lift study shows that 86% of Bloomberg’s audience recall the Resetting Globalisation campaign.

In terms of earned media, Marisa Drew, CSO of Standard Chartered, cited our research in a television on the sidelines of the 2023 Bloomberg New Economy Forum in Singapore. Meanwhile, other media outlets wrote brief summaries of key findings from the white paper.

We also drove engagement through a cadence that ensured Resetting Globalisation was in front of the target audience consistently.

Looking at the first four articles from the campaign, we saw the following engagement:

Article 1: 43K page views || Scroll depth: 55%

Article 2: 20.5K page views || Scroll depth: 32%

Article 3: 56K page views || Scroll depth: 43%

Article 4: 27.2K page views || Scroll depth: 44%