Page 147 - July 2024 Issue 632

May El Gammal

(Group Chief Marketing and Communications Officer – EFG Holding):

We are a one-stop-shop for our clients

ay El Gammal is an accomplished executive serving as the Group Chief
MMarketing and Communications Officer at EFG Holding, a trailblazing
financial institution with a universal bank in Egypt and the leading investment bank
franchise in the Middle East and North Africa (MENA). Throughout the years,
Mrs. El Gammal has established herself as a progressive marketing and communica-
tions leader, contributing to the continuous growth and success of EFG Holding as a
listed company on the EGX with over 40 years of rich history. Since joining EFG
Holding in 2010, she has witnessed and actively participated in the company’s
evolution, supporting its transformation into a global Financial Services Corporation
operating across four continents. She has been pivotal in shaping the company’s
growth strategy and executing successful marketing and communications campaigns.
Al Bayan Magazine met Mrs. El Gammal during Seamless Middle East 2024 and
conducted the following interview.

“EFG Holding aims to deliver innovative financial products across an increasingly global footprint”

• Can you give us an idea about EFG Holding? • What is the added value behind your participation in Seamless Middle
EFG Holding is a trailblazing financial institution that boasts a remarkable 40- East 2024?
year legacy of success in nine countries spanning three continents. Operating Attending Seamless is always a delight, as it is a forward-thinking platform
within three distinct verticals — the Investment Bank (EFG Hermes), Non- where industry professionals can connect, gain exposure to various sectors,
Bank Financial Institutions (NBFI) (EFG Finance), and Commercial Bank
(aiBANK) — the company provides a comprehensive range of groundbreak- exchange ideas, share experiences and information, and explore new possi-
bilities. At Seamless, you can gain valuable insights into AI and digital plat-
ing financial products and services tailored to meet the needs of a diverse
clientele, including individual clients and businesses of all sizes. forms. In today’s competitive landscape, staying updated with these advance-
EFG Hermes, the leading investment bank in the Middle East and North Africa ments is essential.
(MENA), offers an extensive array of financial services, encompassing advi-
• Sustainability is one of the most important aspects discussed across
sory, asset management, securities brokerage, research, and private equity.
In its domestic market, EFG Holding serves as a universal bank, with EFG all industries. How are you contributing to that?
Finance emerging as the fastest-growing NBFI platform, comprising At EFG Holding, we are making significant contributions on multiple fronts to
Tanmeyah, a leading provider of financial services in Egypt with a concerted promote sustainability. Our goal is to ensure that all our products and services
focus on the micro and small enterprise segments, EFG Corp-Solutions, are aligned with sustainable practices. We achieve this through financial liter-
which provides leasing and factoring services, Valu, a versatile financial tech-
acy programs and by offering genuinely sustainable products and services.
nology powerhouse, PayTabs Egypt, a digital payment platform, as well as
Additionally, we collaborate with governments to support the enhancement of
Bedaya for mortgage finance and Kaf for insurance. Furthermore, the compa-
ny delivers commercial banking solutions through aiBANK, a leading provider regulations, procedures, and processes that foster sustainability.
of integrated retail, corporate, and Islamic banking products in Egypt. Sustainability is a global responsibility, and everyone has a vital role to play in
Proudly present in: Egypt | United Arab Emirates | Saudi Arabia | Kuwait | achieving it. Our marketing and communications efforts are crucial in this
Bahrain | Pakistan | UK | Kenya | Nigeria | endeavor. By effectively conveying the importance of sustainability, we edu-
cate our clients and stakeholders, encouraging them to adopt sustainable
• What are the main points that you focused on in your speech?
We aimed to demonstrate the impact of sustainable marketing efforts and their practices. Our campaigns highlight the benefits of our sustainable offerings,
significance in influencing all stakeholders. I emphasized the importance of fostering a culture of environmental and social responsibility. Through these
starting with internal communication to ensure employees fully understand efforts, we not only promote our sustainable products and services but also
and effectively implement sustainable goals. Since adopting sustainability contribute to a broader understanding and commitment to sustainability
several years ago, we have been pioneers in Egypt. Focusing on our employ- across various sectors.
ees first made it easier to engage with clients, as our employees became our
ambassadors. Through our marketing and communication efforts, they gained • What are your future plans?
a good understanding of sustainability. Our goal is to expand our range of products and services on digital platforms,
We strive in our communication to change workplace habits, including energy market them effectively to our clients, and grow our business across all the
consumption, waste disposal, and perspectives on sustainable investments. channels we operate. We are dedicated to investment and commercial bank-
Our private equity arm prioritizes investments in healthcare, education, and
renewables, all of which contribute to sustainability. Investing in healthcare ing, striving to be a comprehensive one-stop shop for our clients.
Marketing and communications will play a pivotal role in achieving this vision.
and education creates significant social impact, while investing in renewables
benefits the environment. By leveraging targeted marketing strategies and clear, compelling communi-
Our campaigns promote products and services that support our sustainability cation, we can effectively foster financial literacy and showcase the advan-
initiatives. By developing more digital solutions, we facilitate easier access to tages of our digital offerings to our clients. Our campaigns will highlight the
finance and other financial services for our clients. This approach reduces our benefits, convenience, efficiency, and comprehensive nature of our services,
carbon footprint and enhances financial literacy. Well-informed individuals are
helping to attract and retain clients. Additionally, through consistent and
empowered, which in turn boosts financial inclusion and reduces wealth
engaging communication, we will build strong relationships with our stake-
inequality. This empowerment enables new business creation, business
growth, and family support. holders, ensuring they are well-informed and confident in our services and
On the retail side, we address various customer needs and ensure our com- products. This approach will not only create value for our clients but also drive
munication highlights how our products and services contribute to building a business growth and reinforce our position as a leading provider in the
better society, economy, and environment. financial sector.
147 AL BA Y AN ECONOMIC MAG - ISSUE 632 - JULY 2024