FirstBank Launches Visibility Campaign for Sub-Sahara Subsidiaries - Paul Ukpabio's Blog


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Wednesday, 18 December 2019

FirstBank Launches Visibility Campaign for Sub-Sahara Subsidiaries

FirstBank, Nigeria’s legendary financial solution provider has launched its multimillion naira visibility campaign for her subsidiaries, FBNBank, in sub-Saharan Africa, under the auspices of Agile Communications Limited.  The campaign aims at promoting the bank’s ‘You First’ Agenda while reinforcing the gold standard for customer service. 

The bank with this campaign further fortifies its presence and impact through its subsidiaries in Ghana, DRC, Senegal, Guinea, Sierra Leone, and The Gambia. While aligning with the countries’ ideals and objectives and forging stout economic ties between business and citizens.

This campaign is also indicative of the bank’s reinforced commitment to dominating the financial space and reiterates its durable business tradition that spans over 125 years. This is enriched by the time-tested values of trust and excellence, backed by the latest technology.

Agile Communications, a leading Integrated Marketing Communications agency, and the coordinating agency for the FirstBank subsidiaries in Africa was charged with the task of developing the communication materials for the campaign. The agency championed the creative process and designed the materials based on local insight and market pose.

The agency made certain that the content applied to the individuality of each country whilst maintaining consistency in corporate identity. The communication tone and messaging aligned with the corporate identity of the bank and had a unifying proposition across all the subsidiaries, one that amplified the FBNBank’s philosophy.

The media mix for the campaign, aimed at imbuing top of mind awareness at the Global and Terrestrial fronts. TV was the lead media with DSTV and Canal+ as the frontline medium.  Canal+ was used to cater for French audience and DSTV for the English countries. Digital was also latched on due to budding online presence in these countries. Press and Billboards enlisted were explored to strengthen other touchpoints. Tactical partnerships to fuel brand assimilation were exploited as well.

Speaking on the launch, Rufai Ladipo, the MD Agile Communications Limited, reiterated the commitment of the agency to identifying with premium brands like FirstBank that have been consistent with legacy building over the decades. ”Agile Communications is pleased to have had the opportunity to work with the mother brand in developing the Global visibility campaign for its African subsidiaries. We share in the belief that excellence should not be limited by Geography on this continent rather, it should be a Pan-African experience, hence our motivation for taking up this challenge.

Irrefutably the launch underlines the bank’s resolve in its commitment, for improved financial service solutions, one that puts the customer first.

In this light, Agile communications would like to extend a hearty cheers to the FirstBank group for ensuring the quality of service and wealth of heritage garnered over the years is bequeathed to its subsidiaries.

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