MAM
UAE’s Emirates NBD to take ‘Truth And Reality’ campaign to the next level
MUMBAI: Middle East banking group Emirates NBD is looking to take its ‘Truth And Reality‘ brand campaign to the next level in the UAE.
Emirates NBD head group marketing Vikram Krishna said that the campaign was introduced last year and the response has been strong. A 360 degree approach is sued with traditional media like television being used in conjunction with new media.
“The message can be used in different situations. For instance the truth is that we have 50 tax savings plans. The reality is that your child is spoilt for choice,” he said.
Now the company is looking to broaden the campaign as it launches new products and services. It has introduced cards for the Dubai Metro System. The campaign for this has the tagline ‘Go For It‘ and is being done under the overarching ‘Truth and Reality‘ theme. The card also enables users to get discounts at over 500 restaurants as well as movie tickets. The bank has a four to five year outlook for the Truth and Reality campaign.
“You can contexualise it in many ways. We have used it for Diwali. We are also using it for our national day which falls on 2 December 2011. No competitor uses this language. Our aim is to sound more like a consumer brand. The language should not be technical and complicated.”
He says that the campaign has resulted in more people wanting to do business with the bank. Awareness levels have grown. He notes that the UAE is a melting pot. People from different nationalities reside there. Also the bank caters to people who have different levels of financial literacy. Therefore the marketing language is critical. Language has to be simple and transparent. He notes that in these difficult economic times banks have to create an environment of transparency. You have to get across to everybody. Many of them come from different cultural and financial backgrounds.
Brands
Apple CEO Tim Cook to step down after 15 years, John Ternus to take over
Leadership shake-up sees long-time hardware chief step up from September
CUPERTINO: Apple has confirmed that chief executive officer Tim Cook will step down from his role and transition to executive chairman, with senior vice president of hardware engineering John Ternus set to take over as CEO from September 1, 2026.
The transition, approved unanimously by the board, marks a carefully planned leadership shift at one of the world’s most valuable companies. Cook will remain CEO through the summer, working closely with Ternus to ensure a smooth handover before moving into his new role, where he will continue to support Apple and engage with policymakers globally.
In a memo to employees, Apple CEO Tim Cook reflected on his 15-year tenure, recalling the moment Steve Jobs asked him to step into the role. “It was an emotional and challenging moment for all of us at Apple,” he wrote, adding that the company’s core values, from simplicity and innovation to a commitment to improving lives, remain unchanged.
Explaining his decision, Cook said the company’s strong roadmap and future outlook made this the right time for a transition. “I have never been more optimistic about Apple’s future,” he noted, while announcing Ternus as his successor. He described Ternus as “a visionary in his own right” with “remarkable integrity” and the right leader to guide Apple into its next phase.
Cook said, “John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honour.”
Ternus, in his own note to employees, struck a steady, execution-focused tone. Ternus said, “It has been such a privilege to lead the hardware engineering team… I still plan to be very hands-on,” signalling continuity rather than a strategic reset.
As part of the leadership reshuffle, Ternus will step away from leading hardware engineering, with Tom Marieb taking over the role. Marieb will report to Johny Srouji, who assumes an expanded position as chief hardware officer, aligning hardware development more closely with Apple’s silicon and technology teams.
Cook also used his memo to thank employees, calling them “the most remarkable people in the world” and crediting them for building Apple into what it is today. A town hall has been scheduled at the Steve Jobs Theater to discuss the transition further.
The leadership change also sees Arthur Levinson move to the role of lead independent director, while Ternus joins Apple’s board.
Cook’s tenure has been defined by massive growth and expansion, with Apple’s market value rising from around $350 billion in 2011 to $4 trillion, alongside the launch of new product categories and a booming services business. Ternus, a 25-year Apple veteran, has played a central role in shaping the company’s hardware roadmap, from iPhone and Mac to newer innovations in materials and sustainability.
The transition signals a generational shift, but not a dramatic change in direction. If anything, both memos point to continuity, discipline and a belief that Apple’s next chapter will be built on the same values that shaped its last.
