Jordan based Arab Bank, one of the Middle East’s leading financial institutions, has appointed Burson-Marsteller to undertake an integrated communications campaign for personal banking in fourteen markets, which will include public-relations, advertising and direct mail.
The campaign will be co-ordinated from Burson-Marsteller in London with advertising through Marsteller Advertising.
Khalid Shoman, President of Arab Bank said: “This banking sector in the Middle East is becoming highly competitive and we need to meet the increasingly aspirational needs of a new generation of customer. We are pleased to be working with Burson-Marsteller to make this happen.”
Commenting on the appointment, Paul Philpotts, managing director of Burson-Marsteller UK said: “Arab Bank is an extremely well established brand in the Middle East and one of only a few Arab banks that can claim to be truly international with offices in all major markets around the world.
We aim to build on that foundation and help the bank to consolidate its position in an increasingly sophisticated market.”
Originally published in ArabAd, 1998