Kuala Lumpur, 12 December 2023
- Alliance Bank Malaysia Berhad ("Alliance Bank" or the "Bank") has recently clinched 12 awards for its digital transformation and Environmental, Social and Governance (ESG) initiatives. This achievement affirms the success of the Acceler8 transformation strategy as well as the Bank’s commitment to meeting its customers’ diverse needs by delivering relevant differentiated solutions and services.
At the recently-concluded Marketing Excellence Awards 2023
, the Bank won against other prominent brands from various industries, including international FMCG, telecommunications and financial institutions. The Marketing Excellence Awards is designed to recognise the outstanding works in the marketing industry and is evaluated by an independent panel of industry leaders and senior marketers.
Alliance Bank impressed the judges with its wide range of digital marketing and brand building campaigns, securing three gold, one silver and three bronze. Their entries garnered them wins in categories such as Excellence in Marketing Transformation (Gold Medal), Excellence in B2B Marketing (Gold and Bronze Medal), Excellence in Mobile Marketing (Gold and Bronze Medal), Excellence in Digital Marketing (Silver Medal) as well as Excellence in CSR/Cause Marketing (Bronze Medal).
As part of Alliance Bank’s marketing transformation, it implemented multi-pronged strategies focusing on “outcomes and performance-based” approaches where the team optimised spend for digital acquisition activities and invested in digital application development for seamless customer acquisition. Over the past two years, digital customer acquisition has surged and now accounts for approximately 50% of new business.
For its digital SME loan solution where the Bank won gold in Excellence in B2B Marketing, the loan portfolio grew from RM65mil in 2022 to a cumulative total of more than RM200mil in early January 2023. Meanwhile, Alliance Bank’s BizSmart® eTrade campaign, where the Bank secured bronze, was a resounding success as the Bank successfully achieved an increase of 84% in activation of the mobile app during the campaign duration.
Regionally, Alliance Bank recently emerged as the Gold winner in the Environmental, Social, and Governance (ESG) category at the Qorus Reinvention Awards – APAC 2023
for the Bank’s Sustainability Assistance Programme. Working alongside like-minded partners such as Bursa Malaysia Bhd, Malaysian Green Technology and Climate Change Corporation and the UN Global Compact Network Malaysia & Brunei (UNGCMYB), the programme offers practical ESG consultations, diagnostic assessments and relevant banking and non-banking solutions to support SMEs on their ESG journey. In its inaugural year, the programme has achieved RM10 billion in new sustainable banking business ahead of our original financial year 2025 timeline. The Bank is committed to continuing our financing support for our clients’ ESG transition, and is on track to meet our revised target of RM15 billion in new sustainable banking business by financial year 2027.
Furthermore, the Bank also received the Partnership for the Goals Recognition at the UNGCMYB Forward Faster Sustainability Awards 2023
for its sustainability initiatives with SMEs. Its sustainability programme for SMEs is built using the 3As approach, namely Advocacy by raising awareness, practical Advice, and Answers via fast, simplified and relevant banking and non-banking solutions. On this front, the Bank also recently launched a diagnostic tool called PRO-GRESS, enabling SMEs to assess their sustainability status and generate a Climate Action plan for their businesses.
In the consumer segment, the Bank was recently awarded Silver in the Best Brand – Banking / Financial Services in Asia eCommerce Awards 2023
for its Virtual Credit Card (VCC) with Dynamic Card Number (DCN) Feature. The VCC impressed the judges with its unique DCN feature, which allows customers to create different “sub-cards” for one-time or subscription payments. This feature minimises fraud risk – enabling cardholders to better protect themselves in a time where scams and frauds are widespread.
Additionally, Alliance Bank received the Initiative Award – Malaysia for Environmental Sustainability at the ESGBusiness Awards 2023. As an organisation which puts ESG at the heart of its business strategy, the VCC embraces ESG principles by eliminating the need for paper forms and plastic cards for every part of its product offering, from application to approval, fulfilment, transaction, and card management.
The Bank was also recently voted as the 10th Most Preferred Graduate Employer this year at the Malaysia’s 100 Leading Graduate Employers Award (M100)
. Throughout the year, the Bank has maintained its strong brand presence among university graduates by participating in 21 university career fairs, 7 career talks in universities and 4 mega career fairs. Just last month, the Bank established its first Research Lab on Generative AI in the country in collaboration with HELP University. This Research Lab collaboration represents a new model of co-operation that promises to seed innovations in fintech and banking while simultaneously accelerating the transformation of academic knowledge into practical applications for the banking industry.
“These awards are a testament to our refreshed strategy bearing fruit as we strive to deliver superior outcomes, making us the preferred banking partner for our customers. Guided by our new brand purpose – “The Bank for Life”, the recognition underscores our steadfast commitment to providing differentiated solutions and customer service grounded in authenticity, integrity, and personalisation. We will continue to work towards building better and more innovative solutions to help our customers and businesses achieve their goals,” said Kellee Kam, Group Chief Executive Officer of Alliance Bank.
Alliance Bank clinching Gold in the “Excellence in Marketing Transformation” category at the Marketing Excellence Awards 2023.