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.
