The IPG agency contested the RM6 million (US$2 million) assignment with Saatchi Lab. Baldev Singh, KFH head of retail and consumer banking, said Lowe was chosen because “its strategy was business-focused, ideas powerful creatively, and in synch with our corporate image as an international Islamic bank”.
Khairudin Rahim, MD of Lowe, said the agency used its experience with the HSBC brand, which was globally aligned away from the agency in 2004, to help win the brief.
KFH has 50 branches in Malaysia, which has positioned itself as a hub for Islamic financial services.
