Positioning a Bank as a Trade Finance Leader

Challenge

A leading global bank aimed to strengthen its reputation as a trade finance leader in the competitive GCC market. Its goal was to establish thought leadership, deepen relationships with key stakeholders—especially government bodies—and drive business growth in the vital GCC-Asia trade corridor.

Approach

To achieve this, I designed and launched a bi-annual International Trade Index that tracked business and trade sentiments across 12 countries in the GCC-Asia corridor. The Index highlighted actionable trade insights, creating a foundation for stakeholder engagement. A high-profile launch event was co-hosted with the UAE Ministry for International Trade, featuring the Minister and the bank’s CEO. This added credibility and ensured immediate visibility.

The insights were shared through a targeted outreach program to government departments, financial authorities, and diplomatic and trade missions across the GCC. A sustained media campaign amplified the findings, using interviews, articles, and features to keep the bank’s leadership in trade finance at the forefront of industry discussions for six months.

Outcome

The campaign significantly elevated the bank’s profile. Extensive media coverage positioned it as a thought leader in trade finance. Relationships with key stakeholders, including government bodies and central banks, were strengthened, fostering collaboration and trust. Most importantly, the bank recorded measurable growth in trade finance activity, solidifying its competitive edge. This comprehensive approach firmly positioned the bank as a trusted enabler of trade in the GCC-Asia corridor.