Standard Chartered looks to CSR future

Standard Chartered, one of the top 25 companies on the FTSE 100, has dished out a wide-ranging international CSR brief as it looks to stress its ethical credentials.

Sponsorship: Hong Kong race
Sponsorship: Hong Kong race

Euro RSCG Biss Lancaster has been called in by the bank, which has a history of CSR programmes and wants to be more recognised for its efforts across the globe. Standard Chartered operates mainly in Asia, Africa and the Middle-East due to its growth during the British Empire.

Among other initiatives, Biss Lancaster will advise on its renewable energies funding, HIV education, sight restoration projects and sponsor the Hong Kong marathon.

‘Our sustainable business strategy delivers shareholder value through programmes  and ways of working that make a positive contribution to society and support long-term economic growth in our key markets,' said Standard Chartered head of external comms Tim Baxter.

‘Appointing a PR agency is not about branding events and photo opportunities, but instead about being coherent in explaining our strategy, recognising that it is an imp­ortant driver of our reputation and point of difference among a wide range of stakeholders,' he added.

Biss Lancaster was appoin­ted after a five-way competitive pitch. Board director And­rew Robinson leads the account. He reports to Baxter and corporate affairs manager Marianne Mwaniki in Standard Chartered's sustainability team.

Standard Chartered made headlines in September last year when the bank engaged in the Clinton Global Initiative. It took a lead role in the financing of new renewable and clean ene­rgy projects in Asia, Africa and the Middle East. The projects will have a total value up to £5bn over a five-year period from 2008-12.

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