Getting Africa banking
Ecobank is the leading Pan-African bank, with customers ranging from financially savvy professionals to first-time account holders. To support a brand refresh, they brought in Brand Communications to create a campaign that would get all of Africa banking.
My role
I was brought in to help develop the creative idea and write the full 360° campaign: from TV spots to outdoor and in-branch collateral. It also meant making sure the language worked across borders, banking products, and experience levels.
I worked on:
The campaign idea – Creating a creative concept around the theme of ‘Move on up’ with my art director
TV scripts – Writing a series of 15-second commercials, each focused on a specific product area
Inclusive language – Crafting copy that felt clear, relevant and aspirational for a broad and diverse audience
Marketing collateral – Writing the supporting materials that brought the refreshed brand to life in branches and beyond
The outcome
The campaign went on to win a Transform Gold Award, and helped position Ecobank as a modern, forward-looking institution with continent-wide appeal.