BEC Reveals New Brand Character

Introducing Bob, the customers’ BEC Buddy

Bahrain Exchange Company (BEC), specialists in worldwide money transfers and currency exchange, has announced today the launch of its new brand ambassador – Bob, Your BEC Buddy.

As the new friendly face of BEC, Bob’s role as brand ambassador is to be the customers BEC Buddy providing his guarantee they will receive great rates and customer service with every transaction undertaken across its network of over 40 retail branches in Kuwait. Bob, a strong yet trusted and friendly character, who embodies BEC’s core values of Care, Trust and Efficiency, will feature in branch, online and through social media communicating BEC’s money transfer and currency exchange products and services to the public.

The creation of Bob is a global initiative led by BFC Group Holdings, the parent company of BEC in Kuwait, Bahrain Financing Company in Bahrain, BFC Forex in India and BFC Exchange in the United Kingdom and Malaysia. The unveiling of its new brand character is in conjunction with its recently renewed vision ‘To be the prominent money service company that fully engages with its customers, keeping money flowing across borders’. With a history dating back to 1917, when BFC in Bahrain first began trading in gold bullion and currency exchange, the Group has built a strong and trustworthy brand that customers rely on to send money worldwide and exchange foreign currency at great rates.

Whilst maintaining its roots, the arrival of Bob signifies the company’s strategy to strengthen its brand in its current markets and make it a key player as it expands into newer territories. Commenting on the launch of Bob, Mr. Ebrahim Nonoo, Managing Director and CEO of BFC Group Holdings said, “Our objectives when creating a brand ambassador were to develop a character that could convey our brand story, embrace our ethics and be engaging for both our customers and employees. Being part of a highly competitive and dynamic industry, with frequent new entrants into the market, we must continually seek ways to reinforce our brand position as a trusted money service provider that cares about our customers. We believe that Bob is the ideal ambassador to represent our company and elevate our brand to the next level.”