The Brief

As part of Maybank’s overall rebrand as a bank actively engaged in “humanising financial services”, we were tasked with breaking down dense financial content into accessible, fun-to-read articles.

The Work

We conceptualised a digital content hub right down to its name – “iMSavvy” – that was in sync with Maybank’s brand refresh and warmer approach in communicating with consumers. For those who read our content, which encompassed thought leadership articles, to explainer listicles, to guides on how to make their money do the work, they could say with confidence: i M (financially) savvy.

The Results

We didn’t just capture the attention of consumers – we also held it. iMSavvy continues to attract tens of thousands of views every month while delivering news anyone can use.

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