Case Study

Maybank

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About The Client

Malayan Banking (Maybank) is Malaysia’s largest financial group, and among the top five financial institutions in ASEAN with total assets of US$165 billion, an international network of over 2,400 branches and offices in 20 countries and 45,000 employees. It is also the largest company by market capitalisation on Bursa Malaysia – the Malaysian bourse.
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Objective

Having gained a deserved reputation for offering top-notch financial products and services. Maybank wanted to take a step up and position itself as a lifestyle curator for its high-net worth private banking customers, in an effort to show that it is providing more to its stakeholders beyond finance and investment matters.

Why The IBR Asia Group

Maybank approached The IBR Asia Group to help bring their vision into reality. This is owing to our reputation for being able to reach out to a segment that matches the profiles of Maybank’s private banking customers, as well as our ability to create the platforms that would appeal to them.

What We Did and how we did it

We consulted with our high net-worth clients to find out what they would like from their premium banking provider, beyond that of financial investment services. As a result, we came up with the concept of a dedicated platform that would appeal to Maybank’s top notch customers.
This was Infinium – a dedicated publication in print and digital – that combined investment advice and financial insights with the very best of fine dining, shopping, travel and hospitality. Just as its name implies, Infinium evoked the infinite possibilities available to Maybank’s private banking clientele.
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Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets

Results

Through Infinium, which was couriered to Maybank’s private banking customers and also made available at its private banking lounges, Maybank was able to :

Demonstrate a commitment to enhancing the lives and financial status of their clients beyond what it is expected to do.

Increase good will as well as enhance customer retention and acquisition.

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia

Testimonial