UB 40, Adstrat Join SO&U; as GTB Seeks N10bn
By Tunmise Adekunle
In its latest bid towards raising N10 billion capital via public offer (PO), Guaranty Trust Bank Plc has engaged the services of UB40 and Adstrat to support its agency, SO&U; Saatchi & Saatchi towards achieving a successful marketing communication's campaign for the public offer.
THISDAY exclusively gathered that their concepts were chosen via a competitive pitch which lasted several weeks. The concepts which reviewed and covered all spectrums of marketing communication vis- a- vis the realities of the Nigerian environment, will cover both above-the-line and below-the -line campaigns. THISDAY checks revealed that no specific roles have been assign to these agencies yet, as they are expected to work as a team.
Speaking with THISDAY on the development, Muyiwa Moyela of GTB's marketing communications department, who confirmed the story said the development does not in anyway mean that GTB have discontinued its long and successful association with the Opebi-based SO&U.; "The speculations among industry practitioners that our advertising account has moved out of SO&U; is not true. SO&U; Saatchi & Saatchi remains our official ad agency," he emphasised". The Udeme Ufot led SO&U; Saatchi & Saatchi has been the advertising agency behind the GTB's campaigns since inception of the bank fourteen years ago.
Speaking further on the philosophy behind the selection of three agencies for the public offer, the GTB spokesperson said it was pertinent that the bank call for a variety of divergent concepts, views and stategies. "Besides, it is in line with what big brands do globally whenever they seek to take their market presence to the
next level," he said. The GTB public offer which is opened to all existing shareholders of the bank and other members of the public (corporate and individual) will from information made available use radio, television, print, posters, road-shows and other available marketing communication's options . The one month public offer which will make available one billion ordinary share at N10.60K each runs from the end of this month (June) to the ending of July, 2004. The GTB brand, which has been very active for the past fourteen years of operation in the Nigerian market has beyond the core business activities and other strategic interests in the financial services industry, been engaging civil society and various corporate (civic and non governmental bodies) in the Nigerian environment� These are among the many ways, the Bank satisfies the economic, social and ethical bottom lines of Banking�
Notable of these gestures is the Massey Street Children's Hospital in Lagos that has continued to enjoy the support of GTB. Over Also, 150 graduates benefit from Guaranty Trust Bank's training school programme annually, with 96% of the trainees getting employed by the Bank�
Management and Staff of the bank have continue to receive the best local and offshore training through Harvard Business School, IMD Lausanne, INSEAD, Lagos Business School, Phillips Consulting, IBFC Agusto, FATE Foundation and several others.
Already the subject of three case studies by Harvard Business School, the Bank commissioned the United Kingdom based Cranfield University's School of Management to conduct a Brand marketing case study on the ethos and culture of the 14-year-old institution.
In the area of corporate knowledge empowerment, the bank has sponsored, supported and participated in several local and offshore economic, investment and brand marketing summits namely : The 10th Nigerian Economic Summit; The External Branding & Internal Corporate Image Management Conference in Johannesburg, South Africa; Africa Recruit job fairs and conferences in Lagos and London, United Kingdom; The Lagos State Economic Summit; The Ogun State Investment & Economic Summit and several others
The Bank expands its investments and endowments in the Arts &
Entertainment industries; Supporting theatre and music groups, sponsoring recitals, societies, institutions, visual artists among others.
Among various awards of the Bank was its emerging the best brand in the business with the "Bank of the Year" award at the 2001 Alder Brand Awards. It also was awarded the coveted Nigerian Stock Exchange President's Merit Award for the 3rd time for outstanding financial performance, transparent, ethical and professional conduct of its affairs during the 2002 and 2003 financial periods.Also, the bank was recently awarded the 1st Prize in Banking industry at recently held maiden edition of the Consumer Sensitivity Award.
|
