Sutra

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing at Emirates NBD, a banking group.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Sutra?

I needed help with marketing efforts.

SOLUTION

What was the scope of their involvement?

I hired Sutra to address the challenges on the marketing front. Their team helps with our marketing communications. I run individual marketing for the bank, and they handle all the marketing for my product services in a non-strategic behavior. They’ve helped me develop all of my marketing communications.

In every brief, there’s a clear-cut objective. Sutra helps me with email marketing most of the time. They also handle social media and content creation efforts. Their team manages video content. They’re an end-to-end agency that develops all the content we want depending on the brief we give them.

What is the team composition?

I deal with a lot of people on their team. Depending on the project, Sutra assigns me team members who are needed for a particular brief. Their two partners are involved as well, and Sunil (Principal Consultant) is really active. When the need arises, he’s pulled into the projects.

How did you come to work with Sutra?

We have common friends. UAE is a small place, and we know who does what.

How much have you invested with them?

We’ve invested over $10 million.

What is the status of this engagement?

We started working together in June 2010, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Sutra has been managing my business for the last 10 years. I’d rate the quality of work as an eight out of 10. Their team is super speedy on delivery. They have excellent time management and are amongst one of my five agencies. We have a lot of marketing interventions. They’re one of my strategy partner agencies. Sutra qualifies to be the best among the top two.

How did Sutra perform from a project management standpoint?

Project management is very good. We give a brief to them about what we want to be delivered, what languages we want, the different content we want, and they meet those requirements.

What did you find most impressive about them?

They’re quick and deliver brilliant creative output. Sutra is really good at listening to the feedback given. Then, they deliver on that feedback.

Are there any areas they could improve?

No, there’s nothing I’d have them do differently.

Do you have any advice for potential customers?

It’s critical that you write a clear brief on what you’re expecting for output. If you’re wrong on the brief, then it’s going to defeat all purposes. Have good written communication so you can go back to it when they present their work. If you do a good brief, you’ll get good work.