KATMB appoints branding agency ahead of a revamp

Koperasi Angkatan Tentera Malaysia Bhd (KATMB) has appointed Singapore-based branding agency Affiniti as its branding consultant ahead of its transformation from a Malaysian Armed Forces credit cooperative bank into a co-operative one.

Affiniti will spearhead the entire branding and marketing efforts, which will include the co-operative bank’s new name, brand story and strategy. In addition, the agency will also be responsible for the visual directions across all branding assets.

The agency was awarded the account after a seven-month long pitch against multinational agencies.

With assets amounting to RM3 billion as of 31 December 2014, KATMB currently offers personal financing, insurance and Ar-Rahnu products (Islamic pawn financing) to some 152,000 members and aspires to become a full-fledged co-operative bank by the end of 2015.

“It is an absolute honour and privilege to be part of the KATMB’s transformation into a co-operative bank,” Marvin X. Das, managing partner of Affiniti, said.

“An opportunity like this is hard to come by and we are excited to be working closely with the committee at KATMB to refresh their brand story, which will no doubt put them on the right path to a successful transformation.”

Brig. Gen. Dato’ Ahmad Zahudi Salleh (Rtd), chief executive officer of KATMB, added: “This Transformation Project will create a watershed moment in the history of the Koperasi Tentera marque. We appointed Affiniti because they share our passion through the creative strategies they had in helping us shape the brand strategy for the new co-operative bank. We look forward to our journey into the banking industry and are glad to have such an enthusiastic partner like Affiniti.”