Mashreq: Rise every day

Mashreq, one of the leading financial institutions in the MENA region, increased reach, press coverage and sentiment by championing ‘grit’ and ‘glory’, empowering people to take on challenges.

Campaign details

Brand: MashreqAgency: SweetwaterRegion: EMEA

Strategy

Objective

Mashreq, one of the leading financial institutions in MENA, faced fierce competition from local and global giants. Brand awareness was high, but nobody could've told you what we stood for. We had created innovative digital solutions to help people wherever they were on their journey... but they didn't know or have the emotional connection to drive partnership with us. Before we could talk product, we had to redefine the brand. We wanted to create a more valuable brand without diluting our heritage equity, and embrace challenger status...

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Insights Team
Bray Leino

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