The bank has pushed up marketing budgets for this year and recently appointed its first creative AOR, Grey Global Group, to provide a consistent branding message for all its services. Grey will devise through-the-line programmes to promote CMB's services and work in tandem with the bank's existing design house on a new look for its collateral materials.
A review of CMB's corporate brand is also on the cards, but details have yet to be finalised. "One of the assignments is to look into corporate branding, but that is still under discussion," said Grey's Shanghai general manager, Kenny Wong. Grey first worked with CMB after being hired to help launch the bank's mini credit card at the end of 2002.
China bank hires Grey as first AOR to sharpen brand
China's sixth largest bank, China Merchants Bank (CMB), has initiated an overhaul of the branding for its personal banking and credit card servcies as market reforms open up the country's financial services sector to greater competition.
