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How Fatma ElGoully Made Banque Misr a National Brand Again

by Ahmed Maher
July 11, 2025
Fatma ElGoully, How Fatma ElGoully Made Banque Misr a National Brand Again

Dr. Fatma ElGoully is an award-winning Egyptian communications leader, strategist, and educator. She currently serves as Chief Corporate Communication Officer at Banque Misr, where she has reshaped the bank’s public image, led nationally recognized campaigns, and helped define CSR communication standards across the region. With nearly two decades in the role, she’s also a board member, professor, and one of the most respected voices in Arab marketing today.

made one of Egypt’s oldest financial institutions feel like it actually belongs in the 21st century. Since 2006, she’s served as Chief Corporate Communication Officer at Banque Misr — a role in which she has redefined how the bank communicates with Egypt and the world across media, digital, and institutional platforms. Her toolkit? Bold brand strategy, viral ad campaigns, digital dominance, and a PR playbook built on trust — not spin.

ElGoully oversees everything from media relations to CSR to internal comms. But her real superpower is making a 100-year-old bank feel like it gets Gen Z. Under her lead, Banque Misr didn’t just stay relevant — it became one of Egypt’s most talked-about brands among millennials and digital-first audiences. Call it rebranding with purpose, not polish.

Rebranding Banque Misr: From Legacy Institution to National Icon

When ElGoully took the job in 2006, the mission wasn’t to slap on a new logo. It was to rebuild public trust and modernize the bank’s voice — without alienating its heritage. She didn’t chase trends. She built a narrative. One that made every press release, campaign, and partnership echo the same story: Banque Misr is stable, relevant, and for everyone.

“We aim to speak in one clear voice to our customers, staff, and society,” she’s said. And it shows. From boardrooms to billboards, ElGoully’s strategy made Banque Misr not just a bank, but a character in Egypt’s cultural conversation.

Inside Banque Misr’s Most Viral Marketing Campaigns

If you’ve heard “Enta Te2dar” or sang along to “Ibn Masr” during Ramadan — that’s ElGoully’s work. She turned annual campaigns into events, launching anthem-style ads that blurred the line between marketing and motivation. The 2018 “Enta Te2dar” spot became one of YouTube’s top 10 ads in Egypt:

The 2024 “3ash Ibn Masr” campaign launched early to tap into the spirit of Ramadan — and hope — before the month even began:

And it wasn’t just TV. Under her direction, Banque Misr’s YouTube channel became the first Egyptian bank to cross 100K subscribers — a digital-first milestone that earned the Silver Play Button. By 2025, the channel had surpassed 400K subscribers. Yes, a bank. With YouTube fans.

ElGoully also brought history into the future with “Talaat Harb is Coming Back” — a campaign that used the bank’s founder as a pop-cultural comeback story. Smart move. It wasn’t nostalgia — it was national pride, recoded for a new generation:

Turning Social Responsibility Into Brand Equity

Let’s be real: most CSR messaging is dull. But under ElGoully, Banque Misr made its social impact part of its brand DNA. In 2023 alone, the bank invested EGP 1.1 billion in community development — and unlike most, they didn’t bury it in a PDF. Her team turned it into stories. Campaigns. Proof.

Whether supporting schools, hospitals, or youth empowerment, ElGoully’s CSR approach wasn’t about charity. It was about connection. It set a benchmark for banking CSR comms across the region — showing that trust is earned not just in balance sheets, but in streets.

Awards, Global Recognition, and Forbes-Level Impact

Her work didn’t just win awards — it shifted industry standards. In 2020, ElGoully was named to Forbes Middle East‘s Top 50 Marketing and Communications Professionals list — recognized for campaigns that redefined how banks connect emotionally with the public. In 2025, she earned the Lifetime Achievement Award for Social Impact from World Economic Magazine.

These weren’t token trophies. They reflected 19 years of actual impact — turning a traditional bank into a cultural case study, without ever chasing buzzwords. Her best-known campaigns — the Ramadan anthems “Enta Te2dar” and “Ibn Masr,” along with “Talaat Harb is Coming Back” — have become modern case studies in Egyptian advertising success.

Academic Leadership and Media Industry Influence in Egypt

With an MBA, MPhil in Corporate Communication, and a Doctorate in Business Administration from the Netherlands, ElGoully brings academic depth to her work. She shares that knowledge as an adjunct professor at the American University in Cairo, helping shape the next generation of Arab media professionals.

Beyond the classroom, she serves on the boards of Egyptian Media Production City and the Banque Misr Foundation for Community Development. Her earlier career spanned communications leadership roles in pharma and banking — meaning she knows how to craft narratives across sectors. Whether mentoring students or advising institutional strategy, ElGoully has become one of the most trusted voices in Egypt’s communications landscape.

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Ahmed Maher

Ahmed Maher

Ahmed Maher is a marketing and growth leader with a proven track record across telecom, fintech, publishing, charity, government, e-commerce, and sports. He launched Vodafone Egypt’s digital and social media presence in 2008, setting new standards for brand engagement and performance marketing in the region. As the founder of Digital Boom, Ahmed has helped shape the voice of digital media in the Arab world. He brings a rare blend of creative vision and data-driven thinking, using digital tools and storytelling to drive measurable impact and scalable growth.

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