OCBC boosting its profile amid a restructuring

<p>SINGAPORE: OCBC has kicked off a new TV and press campaign in a </p><p>move to build a stronger brand profile as the ongoing financial </p><p>restructuring which allows foreign banks to compete in the retail sector </p><p>has added to competitive pressures. </p><p><BR><BR> </p><p>The bank's chief executive Alex Au said OCBC's new campaign, tagged </p><p>"Strength to Strength", is part of its drive to become a world-class </p><p>brand in the region, while at the same time keeping its culture and </p><p>heritage intact. </p><p><BR><BR> </p><p>Richard Durrant, managing director of Carlyle Brand Consultants, which </p><p>developed the campaign strategy, said consumers perceive OCBC to be </p><p>solid and reliable but old-fashioned and traditional. </p><p><BR><BR> </p><p>The consultancy identified four key brand values for OCBC - commitment, </p><p>expertise, entrepreneurship and innovation - to present in all brand </p><p>communication, starting with the three new television commercials </p><p>produced by Batey Ads. </p><p><BR><BR> </p>