Communication aims to revitalise DIB's positioning

June 1, 2010: Dubai Islamic Bank (DIB) announced today the launch of its new campaign that aims to revitalise the bank's positioning and market leadership.

Developed by recently appointed advertising agency Impact BBDO, the campaign leverages DIB's longstanding heritage and values, coupled with its modern Islamic banking practices. It also focuses on the bank's distinct, contemporary presence within the banking communications environment; further reinforcing the brand's relevance today. The campaign objective is to create awareness on the fact that DIB is the UAE's largest Islamic bank that always puts its customer's needs first and foremost.

The campaign includes print, outdoor and online advertising and uses a simple, iconic, graphical representation of visuals, which together with a clean layout lends itself to a modern, fresh communication grid that clearly differentiates the bank in an extremely competitive landscape.

"In view of constantly changing market dynamics, it is important to consistently facilitate a process of fresh ideas and thinking about the DIB Brand," said Dr. Adnan Chilwan, Chief of Retail and Business Banking, DIB. "After several rounds of presentations and diligent review, Impact BBDO was identified as the final preferred agency amongst a host of internationally reputed companies."

"We are extremely pleased with this innovative interpretation of our brand," Dr. Chilwan further explained. "This route was selected on the strength of its communication strategy and creative, which is a bold approach not seen commonly in the market, especially within the financial services industry."

"Given the high media saturation levels in today's marketplace, where several brands vie for a space in the consumer's mindshare, it is important to have a unique and clutter breaking presence to stand out from the crowd. This is precisely where DIB's new, confident communications approach positions itself and we anticipate that this direction will generate substantial interest and positive hype in the industry." he ended.

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About Dubai Islamic Bank:
Dubai Islamic Bank (DIB), established in 1975, is the first Islamic bank to have incorporated the principles of Islam in all its practices and is the largest Islamic bank in the UAE. DIB is a public joint stock company, and its shares are listed on the Dubai Financial Market. The bank enjoys a reputation as a leader and innovator in maintaining the quality, flexibility and accessibility of its products and services. The bank currently operates 63 branches in the UAE.

DIB has been proactive in creating partnerships and alliances at both the local and international level. The bank has established DIB Pakistan Limited, a wholly owned subsidiary which has a network of 37 branches across 15 major cities in Pakistan. DIB also has a representative office in Turkey to enhance its access to that market. DIB has also received a preliminary banking licence by the Central Bank of Jordan to operate as an Islamic financial institution through a new entity - Jordan Dubai Islamic Bank.

DIB has won the respect of its peers around the world for many years, and its leading position has been reaffirmed by the 34 awards that it won in 2008 and 24 accolades in 2009, across diversified areas, including retail, corporate and investment banking. The bank was recently named "Best Islamic Bank" for the fourth consecutive year by Banker Middle East magazine. DIB has also received many awards from international organisations, such as the prestigious "Bank of the Year" award from The Banker (Financial Times), along with prestigious accolades from UK-based Euromoney and NY-based Global Finance magazines. 

For further information, please contact:
Nicholas Nesson / Gunjan Chaurasia / Tasneem Abdur-Rashid
ASDA'A Burson-Marsteller
Dubai, UAE
Tel: 971-4-3355969
Fax: 971-4-3356080
E-mail: n.nesson@asdaa.com / g.chaurasia@asdaa.com / t.rashid@asdaa.com

© Press Release 2010