The Universal Merchant Bank (UMB) on Tuesday launched its new brand communication campaign to build on the success of its year-long rebranding project.

The campaign dubbed: “We Value You More-You First,” is part of the Bank’s new phase, which was heralded by the appointment of its new Managing Director and Chief Executive Officer.

Speaking at the launch, Mr John Awuah, the Managing Director and Chief Executive Officer, said the initiatives undertaken by the Bank are testament of the fact that the “You First” philosophy was not just a tagline, but also a commitment to advancing the interest of customers.

He said: “It is a commitment by each and every member of staff to take our customer experience to the highest level regardless of the department that they work in.”

The Managing Director said customers are at the heart of the bank's operation and everything would be done to better serve their interest.

He assured the cherished customers that their needs would be factored into the bank's products development and expansion.

“We know our customers have very high expectations of the bank and we are ready to exceed these expectations because we value them more,” he added.

Mrs Yvonne Botchey, the Director, Marketing and Communications of UMB, said after a successful rebranding and several initiatives aimed at providing greater convenience for customers, it is time to connect the brand to its customers.

She said: “Our customers are our most valuable asset and this campaign will demonstrate this in ways that are tangible and meaningful to them.”

Mrs Botchey said what the Bank wanted to demonstrate through the campaign was the fact that it values its customers in the same way that they value the most important things and people in their lives.