South Africa, May 30 -- M&C Saatchi Abel Head of Strategy, Makosha Maja-Rasethab explains that in a category that still largely defines wealth as something exclusively material-a nice car, a big house and other fancy belongings-banks have an opportunity to resonate more deeply with their target customers if they evolve their advertising to reflect their audiences' evolving perspective on wealth.

M&C Saatchi Abel, part of Africa's independent, locally owned group of creative companies, The Up&Up Group, worked alongside Standard Bank Private and released the positioning campaign in May.

The campaign comprises a 45-second television commercial, three 20-second customer value proposition-led TV commercials, three digital videos, a digital a...