Standard Chartered sponsors six-part series on BBC World News

Susan Ho, head of brand development at Standard Chartered, says the series is very much in line with the bank’s current ‘Here for good’ brand strategy, which was conceived by TBWA.

Describing the series as inspiring and educational, Ho says it’s an ideal platform to bring the brand promise ‘Here for good’ to life.

“’Here for good’ sums up Standard Chartered’s commitment to developing deep relationships with our clients and customers; our value, conduct and focus on sustainability; and our longevity, heritage and continued strong performance. The programme reinforces our commitment and gives meaning to what we stand for. We’re very proud to be associated with this series,” says Ho.

Ideas that Changed the World will look at some of the great milestones of invention that have changed the way mankind lives today.

The series looks at the impact of a variety of inventions, from concrete to antibiotics, via the microscope, the jet engine and photography. The programmes will be presented by experts in the fields of aviation, architecture, communication, food, medical science, trade and economy and will include London 2012 Olympic architect Zaha Hadid, psychologist and author of Awakenings and Musicophilia, Oliver Sacks, and Virgin Galactic president, Will Whitehorn.

The microsite will include interactive elements and a range of extra content. Standard Chartered will also use the 30-second spots adjacent to the core programmes on BBC World News. The sponsorship will run from the end of October until December 2010.

Paul Gibbs, head of programmes at BBC World News, that from day one the series was designed to be a multi-platform experience. “The series will launch on TV and the web, and the discussions about it will generate ideas for the second season.”

Colin Lawrence, commercial director at BBC World News, says advertising clients continue to see the value of associating themselves with high quality content. “Most of our relationships are multi-year, clients appreciate the value of sponsoring programming without compromising the trust and integrity for which BBC World News is well-known.”