Best Affiliate & Partnership Strategy (MENA)

Assembly

Assembly won the Global Performance Marketing Award for Best Affiliate & Partnership Strategy (MENA) for its innovative and effective approach to growing Mashreq’s market presence. In the highly competitive UAE banking sector, Assembly designed a multifaceted strategy to drive new bank account openings while mitigating fraud risks. By leveraging partnerships with ad networks, OEMs, retargeting solutions, and finance websites, Mashreq expanded its reach and engaged its target audience across multiple platforms.

The campaign’s dual focus on growth and fraud prevention, coupled with advanced measures and strategic collaborations, enabled Mashreq to navigate the complex MENA market successfully. The result was a 69.80% increase in spend in 2023, significantly boosting account openings and strengthening the brand's presence in the region.

Judges Comments

“I love the use of technology to aid rapid scaling and onboarding. The teamwork and collaboration involved in not only building relationships within but also ensuring the marketing strategies themselves would resonate with actual people, goes to show how significant the element of human touch is for this partnership.”