Affiniti to Lead Brand Transformation for Malaysia’s Koperasi Tentera Into Co-operative Bank


Singapore-based branding agency Affiniti has been appointed as the branding consultant for Koperasi Angkatan Tentera Malaysia Bhd (KATMB), as it makes its transformation from a Malaysian Armed Forces credit cooperative bank into a co-operative one.

Affiniti will spearhead the entire branding and marketing efforts, which will include the co-operative bank’s new name, brand story and strategy. In addition, the agency will also be responsible for the visual directions across all branding assets. After a seven-month long battle against established multinational agencies, the project was awarded to Affiniti.

With assets amounting to $824 million (€754 million) as of 31 December 2014, KATMB currently offers personal financing, insurance and Ar-Rahnu products (Islamic pawn financing) to some 152,000 members and aspires to become a full-fledged co-operative bank by the end of 2015.

“It is an absolute honour and privilege to be part of the KATMB’s transformation into a co-operative bank,” said Marvin X. Das, Managing Partner of Affiniti. “An opportunity like this is hard to come by and we are excited to be working closely with the committee at KATMB to refresh their brand story, which will no doubt put them on the right path to a successful transformation.”