Alliance Bank Malaysia Berhad (Alliance 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 provided more than RM170mil in sustainability-linked financing for businesses as well as green solutions through strategic partnerships in area of solar energy, energy efficiency, bio-fuels, as well as waste and water management, among others.


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