Chief Executive Officer of Ecobank, Arnold Ekpe
The Ecobank Group has launched its first, fully integrated advertising campaign, designed to promote a new brand positioning.
The campaign, which was launched at its headquarters in Lome, Togo positions Ecobank as the pan-African bank capable of creating positive change right across the continent for individuals and businesses.
The campaign is expected to be launched in eight Ecobank affiliate countries with a 60-second television commercial. The advertising will then be progressively rolled out across all of the African countries where Ecobank has a retail presence.
Created by Ecobank’s full service agency, Brand Communications, the campaign also includes radio, print, digital and outdoor media as well as below-the-line advertising. The activity will be supported by a social media campaign, driving traffic to engage with the brand.
Commenting on the new campaign, Group Chief Executive Officer of Ecobank, Arnold Ekpe, said: “Undoubtedly, Ecobank
has been a leader in its field, embracing the cultural diversity of its people and adopting international best practice and leading to create a world-class, pan-African institution.
“As a consequence, we are seeing other organisations, not just in the banking sector, trying to do the same. This can only be good for Africa because, ultimately, its future lies in being able to create larger, efficient markets that are attractive to trade and institutional investors alike.”
Group Chief Executive Officer Designate of Ecobank, Mr. Thierry Tanoh, added: Our new campaign demonstrates how our reach across Africa and our knowledge of its people are creating a better future for this dynamic continent. Our ultimate vision is for the Ecobank brand to be a beacon of reliability for African businesses and households alike. The activating light which features in all advertising represents Ecobank lighting the way forward for Africa.”