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 Emirates NBD, the merged UAE megabank, has signed on with Asda’a Burson-Marsteller for PR duties, taking over from Capital MS&L.
The bank has recently been on a mini comms blitz, announcing its new corporate identity last month, after tying up the final loose ends from the merger of Emirates Bank and National Bank of Dubai.
“We are pleased to announce our new relationship with Asda’a Burson-Marsteller, the region’s leading public relations consultancy, which has a significant track record of successfully partnering with both regional and international firms,” said Saif Al Mansoori, head of group business marketing at Emirates NBD, in a press release.
“At Emirates NBD, we are convinced that consistent communication has never been more important, and are confident that Asda’a Burson-Marsteller will prove a reliable partner in that long-term effort,” he added.
Asda’a’s own Sunil John said in the release: “It is a privilege for us to have the opportunity to provide our support to Emirates NBD, a storied brand in the regional financial services sector.”
“We are grateful to the management of the bank for their confidence in Asda’a Burson-Marsteller, and look forward to working closely with them, across the operations of Emirates NBD, for many years to come,” he added.
This is definitely a big win for Asda’a, although we can’t help but think that, if economic conditions do worsen, the agency may really have to earn its money working for one of the largest financial players in the region (and in common with every other agency working with the region’s finance sector).
As Dubai and the rest of the UAE has already collapsed into the sand (clearly...) this shouldn’t be too much of a problem though – so hopefully Asda’a (and everyone else) can get on with doing happy jolly PR about new... er, cards and things. Or whatever.
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