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Work In Action

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commbank

Launch of CommWay

Commonwealth Bank Indonesia

The PR Challenge:
In early 2007, Australia's largest bank has set-out an aggressive plan to expand its operations in Indonesia. In only two years, Commonwealth Bank Indonesia has made its presence in over 8 cities throughout Indonesia. The expansion plan included an acquisition of Bank ANK, a healthy medium size regional bank that proved to survive the gust of the banking crisis. IM&A was hired to communicate the merging of the banks, and provide counsel to Commonwealth Bank Indonesia.
The PR Program:
Communications played a crucial role in the success of the acquisition by educating key stakeholders (customers, employees, local government, business etc) of the benefits of transforming the local bank into a world class bank and at the same time introducing the changes that will be required in the new process and system implemented by Commonwealth Bank. The communication strategy commenced with a systematic effort to understand the key stakeholders of their concerns, perceptions and issues toward Commonwealth as well as the new entity bank.
The Results:
The communications campaign addressed at a group of multi facet stakeholders resulted in a high level of acceptance, almost zero customer flight and expansion of new customer base, as well as full support from employees, local commentators and government.

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