With the ongoing, evolving economic changes locally and internationally, the Brand & Corporate Communications Department continued to maintain the Bank’s leading brand image by further solidifying and expanding brand equity, loyalty, positioning and exposure.
The Brand & Corporate Communications had several accomplishments in 2016. The most important was coming out with the original movie production “CIB: 40 Years of Excellence”, which featured the history of our four decades of successes and achievements that brought CIB to the leading position in which we stand today. The movie was promoted across print and online media as well as through social media.
2016 also saw the release of “150 Years of Egyptian Post”, which celebrates Egyptian heritage – an integral part of our identity. Another significant release of CIB Books was the “Scents of Egypt”, which offers a collection of photographs by renowned artists spanning every geographic pocket of our country that depicts the essence of our history and culture and celebrates equally Egypt’s splendid past and vibrant present. This was in addition to the production of the IR movie and CIB Foundation’s annual activity report that consisted of its annual movie and 10 documentaries.
Further boosting CIB’s expansive brand exposure, the Bank maintained its focal, exclusive branding position across Cairo International Airport, being the first and only bank with branding inside and outside airport tubes. This strategic brand positioning also covers the airports of Burg Al-Arab, Hurghada and Sharm El-Sheikh.
On the international front, CIB maintained its significant exposure across different foreign media channels, by promoting pivotal campaigns and CIB editorials across the world’s prominent publications, in addition to securing the premium placements of digital banners in renowned, high-traffic online media platforms. Some of the leading media platforms that featured CIB included, but were not limited to, the Wall Street Journal, The Financial Times, The Economist, Forbes Middle East, Asia Money, EMEA Finance, Bloomberg, Euromoney and Emerging Markets. Our international campaigns were not solely focused on promoting our brand image, but supporting Egypt’s by communicating ongoing, healthy economic reforms and hence contributing to the creation of a favourable perception about the country’s investment environment and its lucrative opportunities.
Locally, CIB capitalised on its strong presence across Egyptian media platforms and diversified the channels of brand exposure through advertisements, special editorials and interviews with various highly regarded publications and websites including Bloomberg Middle East, MSNBC and Al-Arabiya.
In the digital arena, Brand & Corporate Communications forged ahead with the Bank’s firm strategy to maintain the sustainable development of its e-channels to keep up with the fast-growing digital world. The most important of these was the CIB website, which saw several enhancements and features added, turning it into a mobile friendly portal with an intuitive and responsive design that adapts to all tablets/smart phones to further enhance the user experience.
Investing on the internal communications channels is of equal importance to brand equity. The corporate intranet and monthly newsletter have been the main channels used by the department to bring all CIBians on the same page throughout the year.
Cementing CIB’s leadership through diverse channels has always been a core goal for the Brand & Corporate Communications division. This has translated into various highly selective sponsorships and activities that not only sustain the Bank’s firm commitment toward society in general, but cements the Bank’s support of Egyptian youth in specific.
This year, the Bank further diversified its sponsorships and sealed new ones:
- Sawy Culture Wheel
- Zawya, an art-house cinema in Downtown Cairo
- Money & Finance Conference
- Friends of Opera
- Third Annual Energy Conference
- Egyptian Squash Federation
- Upper Egypt Youth Salon
- Cairo Symposium
- American Chamber of Commerce in Egypt (AmCham)
- Folklore Night by the Embassy of Australia
- IMAX, Americana Plaza and Point 90 cinema complex
Focusing on CSR activities rooted in CIB’s corporate identity, many outstanding initiatives took place in 2016, among which was the distribution of 20,000 Ramadan Food Boxes in 10 governorates in cooperation with the CIB Foundation. Another activity was held at the 57357 Children’s Cancer Hospital before the beginning of Ramadan, which saw our team decorate the hospital to bring joy to young patients and their families celebrating the Holy Month.
CIB’s superior performance and depth of premium service and products were recognized by many reputable organizations that granted the Bank different notable on both the regional and international levels. In 2016, the Bank received a total of 20 international awards, seven of which were received for the first time, including:
- Best Bank in Egypt Supporting Women-Owned and Women-Run Businesses awarded by the American Chamber of Commerce in Egypt (AmCham): This AmCham award is given to organizations that dedicate special attention to women in their community by supporting them through a bouquet of services and products tailored specifically for women. It reflects CIB’s distinctive commitment to supporting women, financing their business and endeavours and offering them many banking services and products, including, but not limited to, providing credit facilities to finance projects and offering the exclusive Heya credit card with tailored benefits.
- Best Private Bank in Egypt 2017 awarded by Global Finance: Based on an in-depth analysis conducted by Global Finance, this award is granted to organizations that have the deepest experience, best value and highest level of customer service within the private banking sector. CIB was certainly deserving of the award seeing as it succeeded over the year to maintain its outstanding performance and record of accomplishments, which have cemented the leading position it occupies today.
- Middle East Most Effective Recovery awarded by The Business Continuity Institute: This award is one of the most prestigious of the Business Continuity Management Regional Excellence Awards, which recognize organizations that achieve a certain level of excellence in the fields of continuity management, technology recovery and crisis management. Received for the first time, this award emphasises the positioning of CIB as a market leader for implementing BCM best practices and positions it as the only Egyptian private bank competing against regional organizations and industry professionals in the business continuity industry.
- Best Retail Risk Management Initiative in the Middle East, Best Employee Engagement Initiative in the Middle East and Achievement in Operational and Liquidity Risk Management Awards for 2016 by The Asian Banker: CIB received these four awards in recognition of its firm, effective management frameworks that supported the Bank in navigating through the economic volatility and maintaining its leading position as the most profitable private sector bank in Egypt. This is in addition to the Bank’s dynamic strategies that have successfully mitigated potential risks, such as those related to cyber crime and forged cheques.
The list of 2016 awards also includes:
- Best Trade Finance Provider in Egypt - Global Finance
- Best Treasury and Cash Management Providers in Egypt - Global Finance
- Best Foreign Exchange Providers in Egypt - Global Finance
- Best Sub-custodian Bank in Egypt - Global Finance
- Best Bank in Egypt - Excellence Award - Euromoney
- Most Active Issuing Bank in Egypt in 2015 - The European Bank for Reconstruction and Development
- Best Cash Management Services in North Africa - EMEA Finance
- Best FX Services in North Africa - EMEA Finance
- Best Bank in Egypt - EMEA Finance
- Bank of the Year in Egypt - The Banker
- MT 202 ELITE Quality Recognition Award with STP rate of 99.70% - by JP Morgan
- MT 103 Quality Recognition Award with STP rate of 98.22% - by JP Morgan