PUMB: Data is the best deposit

Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

Campaign details

Brand: PUMBBrand owner: First Ukrainian International BankAgencies: Media Partnerstvo Buying, EmpowerMarket: UkraineIndustries: BanksMedia channels: Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 1 - 3 million

Executive summary

This case study demonstrates how proper incorporation of data into Ukrainian international commercial bank PUMB's communication strategy dramatically improved the performance of its communication mix.

In December 2018, PUMB faced a challenge: the amount of 'new money' attracted by the bank's deposit products in 2019 needed to double compared to 2018. Only such growth could allow PUMB to...

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