TMB JV launches revamped image

Working on the client brief of overhauling the newly-formed merged entity, currently ranking fifth in the market, the agency has begun the rebranding exercise with a name change and a new logo. "The name Thai Military Bank was an obstacle, as many people considered it a bank for civil servants and soldiers," said Witawat Jayapani, CEO, Creative Juice\G1. "The brand image, though well established and trustworthy, was quite dated." The new bank is being promoted just as TMB -- the acronym representing the words 'team', 'mutual' and 'benefit'. "The letter 'm' has two dots over it, which symbolises the bank and customer," said Witawat. Targeting existing customers as well as people from the private sector and the younger generation, TMB is being positioned as 'your solid and dynamic financial partner'. "TMB now has combined strengths from three parties: Thai Military has a strong network with more than 1,000 branches to serve general consumers; DBS has innovative new products for all customer segments; and IFCT has strong credentials within the corporate sector. TMB is thus being promoted as the most desirable partner for all kind of customers." The agency, which won the account from Lowe without a pitch, also handles TMB's corporate campaign and will launch its promotional events. Creative Juice\G1 will also train TMB staff on brand- building and will evaluate customer experience. A corporate TVC, launched in November, introduced the new logo and partnership. "According to our survey, most people did not know about the JV and, more importantly, were unaware about the benefits accruing from it," said Witawat. The key visual is 'Hand in hand', which transforms into the letter 'm' of the new logo. With a budget of 40 million baht (US$968,000) this year, the agency also staged conferences for 1,200 TMB customers and stakeholders at the Bangkok Convention Centre.