Standard Bank Group in new global campaign
STANDARD Bank, the parent company of Stanbic Bank Uganda, has unveiled its first integrated global and in-country advertising campaign aimed at supporting the group’s growth in emerging markets.
By Stephen Ilungole
in Johannesburg
STANDARD Bank, the parent company of Stanbic Bank Uganda, has unveiled its first integrated global and in-country advertising campaign aimed at supporting the group’s growth in emerging markets.
The “Moving Forward†campaign launched at the group’s headquarters in Johannesburg, South Africa last week for its key markets, will replace the Inspired, Involved and Motivated tagline.
It is expected to reach about 475 million people in about 30 countries where the group operates, Sarah-Anne Orphanides, the group marketing and communications director, said.
It was unveiled after an intensive six-month internal alignment process, she added.
Orphanides said the group was the leading emerging markets financial services organisation focused on Africa and other emerging markets, particularly those with links to Africa.
This, she explained, underpinned the group’s recent acquisitions in Nigeria, Kenya, Russia, Argentina and Turkey.
Orphanides said they wanted to identify a universal idea that would position the group globally and deliver relevance in each market, product and offering.
“The new creative campaign delivers on the strategy to move our customers and clients forward through making the right connections.
“This alignment of business strategy and creative approach is what underpins the new Standard Bank pay-off-line of ‘Moving Forward,’†she told journalists from various African countries who attended the Third Standard Bank Annual Africa Media Forum in Johannesburg.
Nikki Twomey, the group brand director, said the financial services advertising throughout the world suffers from a sea of sameness.
“It is difficult to tell one brand from another.
“We wanted to create something that was unique, that makes Standard Bank stand out from the clutter,†Twomey explained.
Jacko Maree, the group chief executive, said the bank was growing its businesses in Africa, building robust operations in other selected emerging markets and proactively and vigorously managing risks and costs.
“Standard Bank is a very different organisation from four years ago.
“We have concluded a number of important acquisitions to consolidate our position in selected markets and our partnership with ICBC (Industrial and Commercial Bank of China) has presented us with numerous opportunities,†Maree explained.
in Johannesburg
STANDARD Bank, the parent company of Stanbic Bank Uganda, has unveiled its first integrated global and in-country advertising campaign aimed at supporting the group’s growth in emerging markets.
The “Moving Forward†campaign launched at the group’s headquarters in Johannesburg, South Africa last week for its key markets, will replace the Inspired, Involved and Motivated tagline.
It is expected to reach about 475 million people in about 30 countries where the group operates, Sarah-Anne Orphanides, the group marketing and communications director, said.
It was unveiled after an intensive six-month internal alignment process, she added.
Orphanides said the group was the leading emerging markets financial services organisation focused on Africa and other emerging markets, particularly those with links to Africa.
This, she explained, underpinned the group’s recent acquisitions in Nigeria, Kenya, Russia, Argentina and Turkey.
Orphanides said they wanted to identify a universal idea that would position the group globally and deliver relevance in each market, product and offering.
“The new creative campaign delivers on the strategy to move our customers and clients forward through making the right connections.
“This alignment of business strategy and creative approach is what underpins the new Standard Bank pay-off-line of ‘Moving Forward,’†she told journalists from various African countries who attended the Third Standard Bank Annual Africa Media Forum in Johannesburg.
Nikki Twomey, the group brand director, said the financial services advertising throughout the world suffers from a sea of sameness.
“It is difficult to tell one brand from another.
“We wanted to create something that was unique, that makes Standard Bank stand out from the clutter,†Twomey explained.
Jacko Maree, the group chief executive, said the bank was growing its businesses in Africa, building robust operations in other selected emerging markets and proactively and vigorously managing risks and costs.
“Standard Bank is a very different organisation from four years ago.
“We have concluded a number of important acquisitions to consolidate our position in selected markets and our partnership with ICBC (Industrial and Commercial Bank of China) has presented us with numerous opportunities,†Maree explained.