2025 Marketing Predictions from Standard Chartered Bank’s Haymans Fung
- Fung has some advice for marketers navigating the year ahead: “Make sure your marketing strategy is truly aligned with the business strategy. Talk to your stakeholders, understand the gaps and opportunities and ensure your work is solving real problems for the company.”
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Kevin Huang, chief operating officer, SCMP and Haymans Fung, global head of wealth and retail bank marketing, and head of wealth and retail bank marketing Hong Kong at Standard Chartered Bank
As the clock struck midnight on the last day of 2024, Haymans Fung, global head of wealth and retail bank marketing, and head of wealth and retail bank marketing Hong Kong at Standard Chartered Bank, likely breathed a sigh of relief. It had been a whirlwind year for the over 165-year-old institution, marked by challenges and remarkable achievements.
“2024 has gone by so fast,” she says, reflecting on the year. “But it’s been a fulfilling year, looking after Hong Kong and our other key markets. We’ve done so much great work, and I am really proud of what we’ve accomplished.”
Indeed, 2024 for Standard Chartered Bank was nothing if not eventful. The bank’s inaugural Family Office Forum in Hong Kong drew 80 global ultra high-net-worth (UHNW) families, including the renowned Rockefeller family. This high-profile event not only strengthened the bank’s ties with the global elite, but also showcased its expertise in serving the needs of the ultra-high-net-worth segment.
Adding value to the community
However, Fung’s focus extends beyond merely growing the business.
“It’s important that what we do is really inspiring and adds value to the community,” she says. “We have a great platform, and it’s crucial that we use it to give back and make a positive impact.”
This sentiment was exemplified in one of the bank’s most impactful campaigns of 2024 – a fraud prevention awareness initiative, "Anti-Fraud Restaurant", targeting the older generation in Hong Kong. By featuring local landmarks and restaurants, the bank was able to make a significant impact with its message of fraud protection in a campaign that resonated with Hongkongers.
“It’s not just about growing profits,” Fung explains. “Sometimes it’s about making sure the most vulnerable in our community are well-educated and protected.”
Year of colour
As Fung looks ahead, she envisions a future filled with both challenges and opportunities. “I see 2025 as a year of colour,” she says. “Our business will continue to be diverse, with colleagues from different cultures bringing a vibrant array of perspectives to the table.”
This diversity, she believes, is the key to unlocking Standard Chartered Bank’s true potential. “Our company purpose is about driving commerce and prosperity through our unique diversity,” she says. “That’s the core of our business – the humanity that connects us all.”
And Fung has some advice for marketers navigating the year ahead: “Make sure your marketing strategy is truly aligned with the business strategy. Talk to your stakeholders, understand the gaps and opportunities and ensure your work is solving real problems for the company.”
