The appointment has been made as one of Abu Dhabi’s strongest financial institutions enters a new period of growth, during which it intends to expand its customer base, raise levels of customer service, enhance its product portfolio, strengthen its management team and increase investment in training and state-of-the-art technology.
“ADCB is entering a new era, which will see it grow its services and offerings throughout the UAE. To ensure our existing clients and potential customers are kept up to speed with this change, we need to ensure the bank has a strategic and effective marketing and communications programme in place. With this in mind, we have taken the decision to appoint the Impact BBDO Group,” says Norman Alexander, ADCB General Manager.
“By working with the Impact BBDO Group, we will raise our profile and communicate effectively across the Emirates and beyond,” adds Alexander.
Through this appointment, Impact BBDO will work with ADCB to create and build a new brand and image and develop a strategic marketing communications programme that will be implemented through a fully integrated campaign.
“ADCB is a leading, financially stable and prudent operation that has played a leading role in the region’s development, rising from relatively modest beginnings to a globally acknowledged banking institution. The bank strives to continually enhance its services and products for both its existing and future customers,” says Pierre Azzam, Managing Director of Impact BBDO and Impact Porter Novelli.
“Those familiar with the bank are well aware of this, however the message needs to be conveyed to a wider audience. By working with ADCB to create an appropriate above and below the line marketing and advertising campaign, we will help them achieve this and deliver on their business goals,” he adds.
In addition to working with Impact BBDO, ADCB will be working with the company’s highly skilled public relations division, Impact Porter Novelli (IPN). Together with the bank, the IPN team will build and sustain ADCB’s high profile and corporate reputation while creating interest and awareness of the bank’s strength, stability and future developments. Concurrently, the IPN team will ensure that ADCB’s key messages hit its target audiences, whether they be media, customers, employees or investors.
“ADCB has one of the largest network of branches in the UAE, providing easy access and convenience to its customers. Furthermore, it is dedicated to meeting the needs and aspirations of its existing and future customers,” says Azzam. “IPN is looking forward to communicating this to all target audiences and ensuring that the bank enjoys a successful and prosperous future,” he adds.
The two entities have already begun work on a number of projects and ADCB will be holding a number of press events in the near future.
“We are very much looking forward to working with ADCB and supporting the bank in the achievement of each and every one of its business objectives,” concludes Azzam.
Over the past one year ADCB has undertaken numerous strategic initiatives towards its goal of being a leading UAE bank. This includes a strategic restructure of its businesses and organisation to focus on its key customer groups of Corporate, Government, Commercial and Retail; upgrading its IT systems and infrastructure; and implementing its product and service strategy. Cedar Consulting, the global management consulting firm, is assisting ADCB through the successful implementation of the strategic initiatives.
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