Ajman Bank and Grey Group partnership speaks success

Part of global media giant WPP, Grey Group is now providing 360˚ media solutions to Ajman Bank, including public relations, advertising, and media buying, seeing success with the recent launch event staged at the Bank's newly opened branch.

As a key part of the plan to become one of the UAE's financial sector success stories, Ajman Bank's highly resonant brand is the focus for investment by the team that aims to create loyalty and trust in order to better weather the current climate. Designed to reflect the warmth of its customer service approach, Ajman Bank is setting out to differentiate itself by bringing back the 'human touch' that is so often lost in modern banking. This approach stems from Ajman Bank's wider strategy inspired by community banking, which focuses on supporting local economies, businesses and individuals in order to grow and develop together. The Ajman Bank brand, which people will now see rolled out across the UAE in co-ordinated advertising and PR campaigns, will also carve out a presence on the high street as new branches are established in Sharjah, Dubai and Abu Dhabi throughout 2009.

Head of Strategic Corporate Affairs for Ajman Bank, Said Wafai commented,

"Employing Grey to help us develop and execute a comprehensive media solution is the most effective approach for us to communicate our brand values in the most cohesive manner possible. Having all your media needs provided through one source ensures co-operation between the different disciplines, guaranteeing the strength of the message and the consistency we need. In this way we will be able to create the positive foundations necessary to build relationships, awareness and the buy-in needed to establish a strong, healthy position in the market."

As well as working as an integrated team in the MENA region, Grey, Cohn & Wolfe and MediaCom are all part of independent global networks owned by WPP. In addition to Ajman Bank, the Group also works with leading international and local brands, such as P&G, Nokia, Emaar and MBC Group and often collaborates on client work. Speaking on behalf of the 360 Grey Group team, Grey Dubai Managing Director Nadim Khoury added, "At Grey Group, we have great talent, great service and great thinking all within one team across the board. For those companies that really appreciate the importance of integrated communication planning and execution, a 360 approach is best to improve the all important ROI. It means that we can really create that resonance and continually build on the investment being made in each channel without losing momentum. It also means that we can bring our client together in one room on any given day with our advertising, media and PR experts and explore all channels to market, from industry groups and TV to press and CRM, and choose the best, most cost effective way to move forward."

In addition to more conventional uses of branding and media, Ajman Bank will also be branching out to develop a sustained stakeholder relations program with Cohn & Wolfe. The program will be designed to reach out to likeminded organisations in the market for mutual benefit. The Ajman Bank/Grey team will be looking to form partnerships with various stakeholders, such as the community groups, local businesses and trade associations and networks. By encouraging collaboration the brand will not only reach new audiences but facilitate best practise and community support, which will in turn serve to benefit Ajman Bank's valued customers, shareholder and investors.