Mashreq to match government’s innovation

Dubai: In the UAE, the government is leading from the front in innovation and this has resulted in the country building a strong brand image for itself. Now it is the turn of the private sector, particularly the financial sector, to match the innovative spirit of the government, said Abdul Aziz Al Ghurair, CEO of Mashreq.

Speaking at the launch of a Mashreq initiative to uplift customer satisfaction in the banking industry, Al Ghurair said, “Our leaders have created a successful branding for our nation. The whole initiative of star ratings and benchmarking of government services is a great leap forward in customer satisfaction. We want to emulate the government strategy in reaching out to our customers.”

The new Mashreq campaign slogan, “We Make Possible”, unveiled on Tuesday pledges to embody the very spirit of the UAE and make the seemingly impossible become possible for its customers.

A core part of Mashreq’s new brand campaign involves removing all red-tape and bureaucracy, and is committed to making application processes for its products as simple and time-efficient as possible. The campaign follows rigorous in-house testing from Mashreq’s staff.

The new campaign will be delivered starting this week with a series of high-profile television and press advertising.