Ecobank, the pan-African financial services group, on Saturday unveiled its new brand campaign ‘A BETTER WAY | A BETTER AFRICA,’ at the TotalEnergies Confederation of African Football (CAF) Africa Cup of Nations Côte d’Ivoire 2023 (AFCON) of which it is the official sponsor.
The group, according to a statement “is leveraging the unifying, exhilarating, and progressive spirit of African football to demonstrate its commitment to the continent’s sustainable growth.”
The campaign, it explained, highlights Ecobank’s drive to empower its clients and customers to achieve their goals for a better future and therefore a better Africa.
The statement quoted the group’s chief executive, Jeremy Awori, as describing Ecobank as a driver of “growth in Africa by our delivery of affordable, reliable, and innovative financial services to our clients and customers, while making a significant contribution to Africa’s development.”
‘A BETTER WAY | A BETTER AFRICA,’ he added, “reflects our unwavering dedication to our continent. Driven by our commitment to continuous improvement, we deliver enhanced financial services, greater customer experience, and more customer-centric solutions.”
This brand campaign, the group further explained, is based on the results of an extensive pan-African brand survey, addressing the perspectives and opportunities shared during the research.
“Our pan-African purpose and single gateway platform,” Awori added, “as well as the diversity of our leading workforce operating from 35 countries, position us as an enabler and partner for our clients and customers to identify and seize new opportunities.”
The campaign, the group stressed further, “also highlights Ecobank’s digital network and its continent-wide connectivity, including its unified payment ecosystem, which supports market access and business growth, while capitalising on the opportunities presented by the African Continental Free Trade Area (AfCFTA).”
The fully integrated campaign features a diverse mix of digital and traditional media and includes a television commercial filmed on the continent. Following the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023, the campaign will continue to be rolled out across Africa.