<p>Mashreq Bank’s Suad Merchant explains how the bank’s long-term brand approach is rolled out through meaningful campaigns, authentic storytelling, and finding the right balance between creativity and tech.</p>

Mashreq Bank’s Suad Merchant explains how the bank’s long-term brand approach is rolled out through meaningful campaigns, authentic storytelling, and finding the right balance between creativity and tech.

Mashreq Bank’s Suad Merchant on building a lasting brand, storytelling, and key KPIs

On The Record with Campaign Middle East offers a new look at – and listen to – the region’s media, marketing and advertising industry.

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Mashreq Bank’s Suad Merchant on building a lasting brand, storytelling, and key KPIs

Mashreq Bank’s Suad Merchant on building a lasting brand, storytelling, and key KPIs