2017 Winners & Shortlists

Brief Explanation

“Al Markaz” is one of the leading asset management and investment banking institutions in the region. The objective was to strengthen the brand’s association with its core value, trust. This constituted producing a TV advert which relays the brand’s based slogan: “A word of trust”. Another objective was to position Al Markaz locally and regionally as the trusted choice for wealth creation. In fact, brand association strategies could be leveraged in different ways such as celebrity endorsement. Our approach capitalizes on this strategy where our research indicates that there is a good fit between what Saleh AlOjairi represents to Kuwaitis and what Al Markaz stands for as a brand. It is worth mentioning that AlOjairi is a local and regional figure which symbolizes the relentless quest for improving science and technology. AlOjairi’s work ethic stands for unwavering trust and determination, making him the ideal figure to represent Al Markaz's brand.