A N N UA L
R E P O R T
2 0 2 1
MARKETING
REPORT
Given the arrival of the COVID-19 pandemic to the Caribbean region, the JMMB Group sought to implement a marketing strategy that would support our clients while maximising the return to our shareholders. The 2020-21 Group marketing strategy, therefore, hinged on: • Strengthening the focus on brand-building activities, to increase the brand’s connection with, and relevance to, current and prospective clients; • Maintaining an emphasis on digital marketing to drive revenue generation; and • Continuing to utilize all available client insights, to support growing our client share of wallet.
The outcome of this strategy proved successful as the JMMB brand continued to enjoy both strong brand awareness and brand sentiment, during a time when clients required greater empathy and presence from their financial institution. The specific major activities that the Group embarked on, in the countries within which we have operations, were as follows: 135
