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News Article

17 November 2013

ADCB launches new brand identity

The new look ADCB to provide a more customer-focused experience

Abu Dhabi, 17th, November 2013: In a bold reaffirmation of its commitment to its customers and their ambitions, Abu Dhabi Commercial Bank (ADCB) is embarking on a comprehensive rebranding initiative. The effort encompasses all aspects of the brand, including an updated identity, a redesigned branch experience and a new advertising campaign.

“Today more than ever, our customers’ ambitions are in constant motion. As a bank that believes in the power of ambition, we are committed to keeping pace with their needs,” said Ala’a Eraiqat, Chief Executive Officer of ADCB. “We feel it’s important to invest not only in the brand, but the complete banking experience, as providing an unparalleled service to our customers is our top priority, no matter how they prefer to bank.”

ADCB’s ambitious undertaking includes a redesigned branch experience that is being rolled out over the next 24 months, starting with its Abu Dhabi Mall Branch. The new concept will be unlike anything else in the UAE. Made to be more intuitive, accessible and welcoming, the design uses bespoke lighting, textures and finishes to put customers’ needs centre-stage. “We are committed to giving our customers a world-class banking experience. In recent years that has meant significant investment in mobile technology and our award-winning internet banking. Updating our brand and redesigning our branches is the next step in this evolutionary process of innovation” said Arup Mukhopadhyay Head of Consumer Banking and Executive Vice President of ADCB.

The new look of ADCB also comes to life through a powerful new advertising campaign and an updated brand identity. The campaign carries the tagline “Money can’t buy ambition.” “What we are saying with this campaign is that money is nothing without the people who do great things with it.” said Martin Scott, Chief Marketing Officer and Executive Vice President of ADCB. “The work is a celebration of our customers and the important role their ambition plays in achieving a better life for themselves and the people around them. At ADCB, we appreciate that although we are in the business of money, it is the ambitious people of the UAE who do great things with it that create the unassailable difference, and it is our job to help them on that journey. Thus, we are actually in the business of service.”

The fully integrated campaign comprises Print, Online, Outdoor, and In-branch communications. Campaign executions will appear in both English and Arabic. Visit for a special preview.

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