The Islamic bank, which reported its highest-ever profits in 2007, handed the Y&R sister agency Paragon its corporate and branding business, while the product account went to Naga DDB after a three-way final round of presentations that also involved Brand Cell.
Last year saw Bank Islam report profits of RM255 million, the largest in its 24-year history, after a troubled two years of losses. The bank recently introduced a new look to modernise its brand, and has plans to expand
internationally.
Lisa Hezila, general manager of Paragon, said: "Bank Islam has some great products, and it's time they told the world about them. The look and feel of the bank has been upgraded. The bank now feels more modern."
She added: "We showed the client that we have strategic knowledge of the market, we know the target audience and we know how to take the brand forward."
The original pitch list contained six agencies: Paragon, Naga DDB, Spencer-Azizul, Friends Advertising and Tijanimas.
