OCBC boosting its profile amid a restructuring

SINGAPORE: OCBC has kicked off a new TV and press campaign in a

move to build a stronger brand profile as the ongoing financial

restructuring which allows foreign banks to compete in the retail sector

has added to competitive pressures.

The bank's chief executive Alex Au said OCBC's new campaign, tagged

"Strength to Strength", is part of its drive to become a world-class

brand in the region, while at the same time keeping its culture and

heritage intact.

Richard Durrant, managing director of Carlyle Brand Consultants, which

developed the campaign strategy, said consumers perceive OCBC to be

solid and reliable but old-fashioned and traditional.

The consultancy identified four key brand values for OCBC - commitment,

expertise, entrepreneurship and innovation - to present in all brand

communication, starting with the three new television commercials

produced by Batey Ads.