The AmBank Group has launched a new brand positioning, “Your Bank. Malaysia’s Bank. AmBank.”
The new image is aimed at demonstrating the holistic nature of the group and communicating an evolutionary and connected approach for its businesses.
The positioning includes some unique Malaysian traits including greeting customers upon arrival and departure.
Tan Sri Azman Hashim (pictured centre), chairman, AmBank Group, said, its group vision serves as a guide in its evolution to deliver a relevant, contemporary and differentiated proposition to its customers.
“This repositioning campaign will deliver immediate impact, demonstrating evolution and the holistic nature of our business,” he said.
The positioning will be promoted via a campaign across all media channels and on-ground with the Malaysian Treats Day at its branches, targeted at AmBank Group customers.
In addition to the roll-out of the new campaign, AmBank also announced a new online initiative called Malaysia’s Resume, which will be launched on 16 October.
The creative for the campaign is managed by Dentsu Malaysia while media duties are managed by Zenith.