by Ayo Adesanya
Leading media agency, MediaReachOMD is handling the ad media account of commercial bank, StanbicIBTC Nigeria. The bank has recently launched a fresh advertising campaign that includes Press and Television. This is against the background of its recent financial results which some analysts consider disappointing. Renaissance Capital, a leading investment bank recently downgraded the bank’s stock from hold to sell, calling its recently released N10 billion profit figure for 2012 as “disappointing.”
The bank has launched an aggressive advertising campaign which its hopes would connect favourably with its target audience. The ad campaign is taking a two-pronged approach. One, is the corporate brand advertising for the StanbicIBTC brand,while the second one, takes a segment by-segment approach.The campaign is also multi-media. Its on TV, radio and in newspapers.
The corporate brand ad has changed its focus from the old global theme of “Here for Good’ to work creatively around its slogan—“Moving Forward.”
The segment campaign which started with Internet Banking,has moved to ATM services and customer response service .The two campaigns are meant to bring in more customers through the front door. The bank with deep roots in investment banking is finding it a tough task to expand its customer numbers in its recent switch to commercial banking
