Case Study

Public Bank

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About The Client

Founded in 1966, Public Bank is the second-largest bank in Malaysia in terms of market capitalisation, and the third-largest banking group in the country by total assets. The Public Bank Group has expanded to the Asian region with over 412 branches worldwide. Domestically, it continues to be at the forefront of consumer and retail commercial banking for SMEs and private unit trust.
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Objective

Public Bank sought to enhance its profile and brand awareness among corporates in Malaysia, and by doing so, tap into a new clientele base of high-end customers. In addition, Public Bank was looking for a platform to convey stories of its achievements and efforts to continue creating value and provide the most efficient services to all its stakeholders as the premier financial institution in the country.

Why The IBR Asia Group

We have worked with Public Bank to do exactly that by virtue of our ability to create masterful brand stories and disseminating them to the top echelon of corporate and government in Malaysia.

What We Did and how we did it

Featured Public Bank on the cover of International Business Review in conjunction with the 40th anniversary of the organisation, coupled with a 10-page article highlighting the Bank’s achievements over four decades.
Twice showcased Public Bank and its founder and Chairman, Tan Sri Teh Hong Piow as cover stories in our lifestyle magazine PASSIONS, which showcases influential members of society as well as high-end lifestyle options. One of these covers were in conjunction with Tan Sri Teh Hong Piow’s birthday
Positioned Tan Sri Teh Hong Piow as a thought leader by awarding him the Lifetime Achievement Award at the International Business Review ASEAN Awards in recognition of his impeccable leadership and lasting legacy in and beyond his field
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Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets

Results

Coverage in International Business Review enabled Public Bank to enhance its visibility to 30,000 top Government, Corporate and Diplomatic decision makers in Malaysia, and reach its target audience

We helped Public Bank reach potential high-profile clients that make up the readership base of PASSIONS!

Helped communicate Public Bank’s various milestones to a specific set of audience in line with its objectives

Further enhanced Tan Sri Teh Hong Piow’s profile as a thought leader in the banking industry, and as one of the most prominent figures in Malaysia

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

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