By Shannon A. L. Scott
The Sierra Leone Commercial Bank (SLCB) on Friday, 31 July 2026, officially unveiled renowned media personality and Housemates Salone Season 4 winner, Suad Baydoun, as its Brand Ambassador during a ceremony held at the bank’s headquarters on Siaka Stevens Street in Freetown.
The partnership marks a significant step in the bank’s efforts to strengthen its brand visibility, deepen customer engagement, and reinforce public confidence in Sierra Leone’s oldest indigenous commercial bank.
Speaking at the unveiling ceremony, SLCB Deputy Managing Director, Mr Festus Sowa, warmly welcomed Ms Baydoun to the SLCB family and described the collaboration as a strategic partnership that would enable the bank to connect more closely with its customers and the wider public.
‘We are confident that you bring to us what we need to continue serving the people of Sierra Leone by providing world-class products and services,’ Mr Sowa said.
He added that the bank believes Ms Baydoun’s influence and reputation will help deepen public trust and strengthen relationships with customers across the country.
Mr Sowa emphasised that SLCB is a dynamic and forward-looking institution driven by a young, innovative, and creative workforce committed to building on the legacy of those who laid the foundation of the bank. He stressed that the partnership would also help change outdated perceptions about the institution.
‘We want people to see us for who we truly are and not based on perception. We are not old-fashioned institutions. We are innovative, creative, and committed to delivering excellent service to the people of Sierra Leone,’ he stated.
Expressing her appreciation after signing the ambassadorial agreement, Suad Baydoun described the appointment as an exciting milestone in her career. She said she was honoured to join the SLCB family and looked forward to contributing positively to the bank’s vision while expanding her professional reach.
‘It feels really good. Everybody wants opportunities like this, and I feel privileged to have signed this partnership,’ she said.
Ms. Baydoun noted that, beyond the exposure the partnership offers, she is eager to use her platform to support the bank and contribute to its mission of delivering quality financial services to Sierra Leoneans.
She also used the occasion to encourage aspiring content creators and young celebrities to remain focused on their ambitions and never lose confidence in themselves.
‘My advice is simple: keep going, pursue your dreams, and always believe in yourself,’ she said. The unveiling ceremony brought together members of SLCB’s management and staff, who expressed optimism that the partnership with Suad Baydoun would further enhance the bank’s public image and strengthen its engagement with customers across the country
