2014 marks 150 years of Barclays Bank in Egypt, however the truth is that nobody knows this fact, therefore we want to go through a transformational stage and that is to transform people’s perception about the Bank from a well-respected global bank operating in Egypt to a global bank with deep local heritage that “helps individuals, corporate and economies make progress”. When we say people we are referring to all stakeholders, whether internal or external. This will be done through a full-fledged marketing communication branding campaign targeting all stakeholders through all channels. The campaign will mainly hammer on the history that we've witnessed and all the things that happened throughout150 years is our core competence. We were there, no one else can claim the consistency and continuity that we have. We've been there to see the future in the history of this great country and be a part of its success.