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:AdvertisingAnup Oommenauthenticityawarenessbrand lovebrandsCampaign Middle EastCampaignsCelebritiesconsiderationconversionsCorporate Communicationscreative effectivenesscreativityCustomer Experiencecustomer recommendationscustomer sentimentinfluencersKPIsmarketingMashreqMashreq Bankmeasurable objectivesmeasurementOn The Recordpartnershipspersonalisationsocial listeningstorytellingSuad Merchanttechnologytransparencytrust
