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CASE STUDY
CASE STUDY · Banking & Private Wealth

First Abu Dhabi Bank — Tharawat Magazine partnership

Designing a series of interactive, linked placements for First Abu Dhabi Bank to feature prominently within Tharawat Magazine Collections.

CLIENT
First Abu Dhabi Bank — Tharawat Magazine partnership
SECTOR
Banking & Private Wealth
YEAR
2022
DELIVERABLES
,
STORY
01
THE CHALLENGE

First Abu Dhabi Bank is the largest bank in the United Arab Emirates, established in April 2017 through the merger of the National Bank of Abu Dhabi and First Gulf Bank. Its network spans more than 19 countries.

FAB Private Banking wanted to extend its brand reach in the countries it already serves and strengthen its reputation as a global player.

Entrepreneurs and family business owners rank highly among the bank’s ideal clientele, and FAB needed a way to reach these prospects.

02
OUR APPROACH

Tharawat Magazine’s readership correlates with FAB’s ideal clientele, which is why we placed the campaign there.

We designed a series of interactive, linked placements to feature prominently within Tharawat Magazine Collections.

Placements within the online publication were targeted and curated in new ways to reach FAB’s audience.

The aim was to reach a specific readership that correlated with FAB’s ideal clientele.

03
THE OUTCOME

The Tharawat Magazine Collections featuring FAB’s placements were viewed by more than 300,000 people in more than 30 countries.

FAB was associated with the theme of the Collection it featured in, Crisis Management, positioning the bank as a positivistic and forward-thinking provider.

GALLERY
SELECTED WORK
personal brand retainer

Trusted Family — Content partnership with Tharawat Magazine

August 31, 2023

Raising awareness through commissioned features, placements and video on Tharawat Magazine.

IMD — Content partnership with Tharawat Magazine

August 31, 2023

A series of commissioned articles and placements reaching IMD’s audience through Tharawat Magazine.

Personal Branding Journey — Next-generation family business owner

August 31, 2023

Creating a toolkit the client needed to achieve the level of recognition that would further his career and allow him to share his insights with others.

FAB Private Banking — Brand positioning & content framework

August 31, 2023

A three-part engagement: competitor analysis, brand positioning for FAB Private Banking, and a content framework.

Tilal — Publication concept & editorial strategy

August 31, 2023

Identifying vision, designing editorial strategies, and producing multimedia content to engage Tilal’s audience and stakeholders.

Lansberg Gersick Advisors — Brand positioning, content strategy & content retainer

August 31, 2023

Clarifying brand positioning, creating a customer journey map and content strategy, and fulfilling a content retainer.

Qineticare — Customer journey mapping & content strategy

August 31, 2023

Creating a customer journey map that the team could easily implement and follow, as well as relevant materials and content strategies.

PwC — Content partnership with Tharawat Magazine

May 26, 2023

A content partnership alongside a Collection of interview articles and podcasts on ESG and sustainability.

Société Générale Private Banking — Content partnership with Women in Family Business

May 23, 2023

A partnership that brought the women leading family enterprises to a readership that had rarely heard from them.
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