NBAD
Creating
value
from values

CHALLENGE

The National Bank of Abu Dhabi, NBAD, is the leading bank in the Middle East. And it is now two years in to a journey to be recognised as the World’s Best Arab bank. NBAD’s purpose, mission and vision are clearly described in a compelling corporate narrative, which our Brunswick colleagues helped to define, underpinned by a set of core values. Our challenge was to bring this narrative to life and to show employees how living the values and “doing the right things the right way” will help NBAD achieve its strategic ambitions.

AUDIENCE

We were tasked with helping NBAD connect with a broad audience of customers, clients, employees, new hires and wider stakeholders. The bank has a proud heritage in Abu Dhabi and across the region. But its reach is increasingly international. Today, it has a presence in seventeen countries, on five continents. The content and tone of our creative solution had to reflect this. Our insight was that values are best demonstrated in what you do, rather than what you say.

OUTPUTS

We produced a range of content to support this ongoing communications programme, starting with a beautifully designed corporate brochure, the Annual Report and a Vision film. We followed these with a careers film, featuring NBAD employees from around the world, a Professional Banker Campaign, a leadership training film and a series of engaging values animations. In everything, we aimed to demonstrate the values and strategy in action through interviews with the CEO and leadership team, employee testimonials and case studies.

OUTCOMES

Across marketing, investor relations and internal comms, our creative work is helping NBAD drive its vision forward, with new materials supporting phased launches of the strategy.