Standard Chartered launched its Industries in Transition podcast as part of its corporate marketing and communications strategy. The goal was to strengthen thought leadership, brand authority, and stakeholder engagement. The series focuses on sustainability, energy transition, and industry transformation. Because these topics are highly technical, the bank needed a format that could communicate context more clearly and build credibility with senior audiences.
Therefore, the team adopted a corporate podcast strategy that allows leaders and experts to share insight through authentic conversation. The podcast features senior executives, industry specialists, and client partners who discuss decarbonisation, transition finance, and clean technology. As a result, the bank demonstrates expertise rather than simply promoting messages. The long-form, conversational style also makes complex themes more accessible, which in turn strengthens trust and relevance among business leaders, investors, and policymakers.
From a marketing perspective, the podcast operates as a scalable content asset. Each episode encourages deeper audience engagement, since listeners typically spend 20–40 minutes with the brand. In addition, the marketing team repurposes interviews into articles, social posts, and thought-leadership content. This approach improves ROI, increases content efficiency, and extends visibility across multiple channels. Consequently, the series supports both content marketing and brand storytelling objectives.
Over time, the podcast has enhanced brand credibility, executive visibility, and stakeholder confidence. It reinforces Standard Chartered’s role in global sustainability conversations, while also humanising the brand through real voices and expert dialogue. Ultimately, this case shows how a well-designed corporate podcast strategy can strengthen reputation, deepen engagement, and deliver long-term value in B2B communications.
Furthermore, Prince & Mercer — working in partnership with AsiaWorks — directed several episodes in the series. The team collaborated closely with Standard Chartered to shape narrative direction, refine interview structure, and align tone with strategic communication goals. Through editorial planning, creative guidance, and high-quality production execution, Prince & Mercer and AsiaWorks helped the bank deliver professional, compelling podcast content that fully supports its thought-leadership positioning. Below are links to the podcasts:
