The National Bank of Kuwait (NBK) – the largest bank in Kuwait and the highest rated in the Middle East – has appointed Leo Burnett Kuwait as its lead agency responsible for the brand’s entire creative advertising in 2010.
Since its foundation in 1952 as the first national bank, NBK has been known as 'The Bank You Know and Trust'. It has an unbroken record of rising results reaching $925 million in 2008, and an ROE of 17 percent. With total assets of $43 billion and a market capitalization of $11.2 billion, it is amongst the most valuable ME and Arab companies. Last year NBK was ranked 38th Safest Bank in the world by Global Finance.
Ahmed Hafez, Head of Corporate Communication at NBK, said: “The appointment of Leo Burnett is a major component of the bank’s strategy to maintain market share by communicating its successes and achievements. In doing so, Leo Burnett has been tasked with increasing demand, desirability and investment into the banks offering.”.
The work will span across all communication channels including online and begin in January 2010.
Ragheb Khourshid, Advertising and Branding Manger of NBK said of the appointment: “In such a challenging business environment, it is important to choose the right partner and with Leo Burnett, we believe we’ve found a creative partner whose input, knowledge and expertise we’re looking forward to harness.”
Today, NBK enjoys the largest presence in Kuwait with 69 branches, which together with its growing international representation adds up to 166 branches worldwide. NBK’s international presence spans many of the world financial centers including London, Paris, Geneva, New York and Singapore, as well as in China and Vietnam. Meanwhile, the regional coverage extends to Lebanon, Jordan, Iraq, Egypt, Bahrain, Qatar, Saudi Arabia, Turkey, and the UAE.
Kamal Dimachkie, managing director for Leo Burnett Dubai, Kuwait and the Lower Gulf added: “We are humbled by the confidence NBK has shown us, and are grateful for their recognition in our creative solutions. We will work hard to earn NBK’s confidence through the high standard of ideas and creativity we are capable of delivering.”
Rasha Al-Azem, General Manager for Leo Burnett Kuwait said: “Leo Burnett believes that creativity should have the power to transform human behaviour and that is the belief we will apply wholeheartedly to the NBK account.”
