Standard Bank’s new ad campaign to champion Africa’s potential

Standard Bank, Africa’s largest bank by assets, has launched its new brand campaign, “Keep Growing”, which debuts with a television commercial in the South African market.

Margaret Nienaber, chief operating officer of Standard Bank Group, notes that the lender, which serves over 20 million customers, has a 163-year history on the continent. “This gives us a deep understanding of Africa’s unique context,” she says.

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Developed in collaboration with creative agency M&C Saatchi Abel, part of the Up&Up Group, the campaign highlights how growth can unlock opportunities and foster thriving communities.

Diana Springer, head of group brand and marketing at Standard Bank, says the creative treatment needed to be “visually memorable and emotionally powerful”.

“It was crucial for us to communicate that growth isn’t always easy, but it is worth it.”

South African jazz and soul artist Zoe Modiga’s rendition of “Ain’t No Mountain High Enough” underscores the theme of resilience in the advertisement.

Modiga is a past recipient of the Standard Bank Young Artist Award and has become one of the country’s most compelling contemporary voices.

The “Keep Growing” television commercial officially airs in July 2025.

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