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posted on Oct. 28, 2024 at 11:03 amOct 28, 2024

Mashreq Bank’s Suad Merchant on building a lasting brand, storytelling, and key KPIs

posted on Oct. 28, 2024 at 11:03 amOct 28, 2024

Mashreq Bank's Suad Merchant explains how the bank's long-term brand approach is rolled out through meaningful campaigns, authentic storytelling, and finding the right balance between creativity and tech.

https://www.youtube.com/watch?v=V_i89luKzXI

“In conversation with Campaign Middle East on its ‘On The Record’ podcast, Suad Merchant, Global Head of Brand, Partnerships, and Corporate Communications at Mashreq, shares the bank’s long-term brand approach, details of campaign rollouts, and finding the balance between creativity and technology to empower better storytelling.

She also opens up about simplifying complex narratives, and how the bank has put hyper-personalisation, transparency, and authenticity into practice.
Customer-centric and people-first creative authentic storytelling
Although Mashreq is one of the oldest banks in the region, it behaves like a startup, with customer-centricity at the c

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Tags:Advertising Anup Oommen authenticity awareness brand love brands Campaign Middle East Campaigns Celebrities consideration conversions Corporate Communications creative effectiveness creativity Customer Experience customer recommendations customer sentiment influencers KPIs marketing Mashreq Mashreq Bank measurable objectives measurement On The Record partnerships personalisation social listening storytelling Suad Merchant technology transparency trust

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.