
-- --
Facebook
Twitter
Google
Pinterest
FCB Joburg has created a new word, as well as a 360 campaign embracing traditional and new media, to assist Absa Group, formerly Barclays Africa Group, in its relaunch in Africa.
The group's new brand strategy and identity were co-created by OgilvyRED (New York), Grid Worldwide and Yellowwood, in a year-long process that started in 2017. FCB Joburg's responsibility was to assist Absa in launching these on 11 July when the name change took effect in South Africa, and to communicate them to the group's internal and external stakeholders on the continent in the months ahead.
-- --
The development of our new strategy and identity were governed by four principles: collaborative' to ensure every voice was heard, bold' to hold us to the highest standards, fact-based' so that we would operate with rigour and objectivity, and innovative' to reflect the new world we were creating, explained head of Absa Group Marketing, David Wingfield.
The process resulted in a new business purpose statement: where we see ourselves as enablers, helping individuals, businesses and society to bring your possibility to life.' It also resulted in a fresh brand being created as an expression of our new identity as an independent African bank with global scalability. We tasked FCB Joburg with communicating this, Wingfield said.
Absa's purpose is inspired by the African continent, said FCB Joburg executive creative director, Gareth Paul.
This continent and its people have an amazing way of getting things done. They have a way of turning any adversity into an opportunity. There wasn't a word out there that described this age-old attitude, and that is how we came up with the word Africanacity'. Africanacity': it's Africa's ingenuity, tenacity, creativity, audacity and positivity all rolled into one. And it's how Absa will get things done too.
The Africanacity campaign conceived by FCB Joburg is a 360 campaign that comprises a 97-second film, a 60-second television commercial directed by Gentlemen's Greg Rom, radio executions in most of South Africa's official languages, out-of-home, print, as well as an extensive social media campaign.
Featuring a soundtrack that could only come from Africa, the TVC is a collage of vignettes showcasing the innovative ways people in Africa get things done, as well as their ability to embrace technology to keep pace with change.
FCB Joburg has contributed to a number of large rebrands in the past, most noticeably Vodacom several years ago, but our work on the Absa refresh in terms of timings and number of elements exceeds them all, said FCB Joburg managing director, Thabang Skwambane.
As lead agency, we were tremendously proud to be entrusted with the task of pulling together so many people from so many different agencies and industry suppliers; at times it felt as if this rebrand was about the industry coming together with one client's best interest at heart, he added.
The creative task, the production effort and the co-ordination facilitation this rebrand involved really challenged the core team at FCB Joburg. With the assistance of the other agencies involved and their tireless suppliers, as well as everyone else at 164 Katherine Street, they did a spectacular job. Well done, FCB Joburg and well done SA's ad industry, concluded Skwambane.
View the launch ad here and watch out for the follow-on breaking later this year.
Facebook
Twitter
Google
Pinterest
-- --
Most recent headlines
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....
12/03/2025
Nevion announces new 400G addition to its eMerge SDN media fabric offering
Brie Clayton March 12, 2025
0 Comments
High-capacity switch enhances existi...
12/03/2025
DaVinci Resolve Studio Delivers Cinematic Sound for Adam Bol
Brie Clayton March 12, 2025
0 Comments
Feature film relies on DaVinci Resolve Studio for ...
12/03/2025
SVT Leverages Ateliere Live to Pioneer 100% Software-Defined Production at Rally...
12/03/2025
Berklee Awards Fenway Neighborhood Improvement Grant to Four Organizations A total of $17,000 will be distributed among the Boston-based nonprofits.
By
Madd...
12/03/2025
TVBEuropes Jenny Priestley sits down with new SMPTE president Richard Welsh to discuss his aims for the organisation going forward, its efforts to attract a you...
12/03/2025
The new process has significantly enhanced operational efficiencies, with automation freeing up creators to concentrate on higher value tasks
By Matthew Corrig...
12/03/2025
Jellyfish Pictures, which has offices in London and Sheffield, said it has been battling hard in the face of strong headwinds over the last 12 months
By Jenny ...
12/03/2025
Visit Booth #W2213 to Experience the Latest in AI-Driven Content Discovery and Workflow Automation
Bitcentral, a leader in media workflow solutions, is set to ...
12/03/2025
CHICAGO Jeff Lilly has been named WGN-TV director of technology effective March 17, 2025, according to Ric Harris, WGN-TV vice president and general manager....
12/03/2025
MOUNTAIN VIEW, Calif. A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected T...
12/03/2025
BOTHELL, Wash. The Alliance for IP Media Solutions (AIMS), Advanced Media Workflow Association (AMWA) and the Video Services Forum (VSF) will once again present...
12/03/2025
PHILADELPHIA Comcast announced that it has upgraded Xfinity Internet speeds for more than 20 million customers for no additional cost....
12/03/2025
Create with Maxon: Cinema 4D Fundamentals Workshop - March 12-14
Brie Clayton March 11, 2025
0 Comments
Makin' Waffles with Elly Wade
During Marc...
12/03/2025
Ottawa, Canada - March 12, 2025 - Ross Video is pleased to announce the appointment of Aaron Tunnell as Business Development Director, Cloud Solutions, reinforc...
12/03/2025
12 Mar 2025
VEON to release 4Q 2024 trading update on 20 March 2025 Dubai, 12 March 2025 - VEON Ltd. (NASDAQ: VEON), a global digital operator, today confirms ...
12/03/2025
Getting set for the Winter Olympics: Inside SVT's ongoing software-based pro...
12/03/2025
THE PLAYERS Championship 2025: AI Commentary, Shared-Reality Viewing at COSM, La...
12/03/2025
Seamless SMPTE 2110: A Discussion on Making the Move to IP Less Painful Leaders from Netflix, Monumental Sports & Entertainment, LinkedI, and Megapixel address ...
12/03/2025
Opening Doors of Perception: Meta's Ajit Ninan on Rethinking AR/MR Perceptua...
12/03/2025
With the 2025 Formula 1 season set to begin in Melbourne on March 16, Sky Sports is gearing up to deliver its most comprehensive F1 coverage yet. Following a th...
12/03/2025
Unicanal and Trece TV revolutionize Digital TV in Paraguay with Rohde & Schwarz ...
12/03/2025
Honoring Service, Celebrating Sport: Rohde & Schwarz UK Sponsors NavyFit Rugby D...
12/03/2025
New HVS-Q12 Represents a Quantum Leap in Switcher Design...
12/03/2025
Telespazio and ABS Expand Partnership to Deliver Tailored C-Band Connectivity So...
12/03/2025
ABC conducts independent audits across the TAG programs. In the March 2025 TAG s...
12/03/2025
Facebook
Twitter
LinkedIn
Moonlight: ESA program to create a satellite con...
12/03/2025
Facebook
Twitter
LinkedIn
In 2025, Thales ranks among the top 0.01% of the...
12/03/2025
Consumer show back following hugely successful first series
10 March 2025 Following a hugely successful first series, The Complaints Bureau returns to RT ...
11/03/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
11/03/2025
Salsa is making a comeback, captivating new listeners with its infectious energy...
11/03/2025
For many people, music can serve as a reflection of their roots and upbringing. ...
11/03/2025
The solution delivers reliable, scalable and secure connectivity for critical pu...
11/03/2025
SAN JOSE, Calif. Harmonic has announced that Weigel Broadcasting has deployed Harmonics VOS Media Software, which offers playout-to-delivery capabilities, inclu...
11/03/2025
NEW BERN, N.C. Wheatstone will introduce a Linux audio driver for its WheatNet IP audio network during the 2025 NAB Show, April 5-9, at the Las Vegas Convention...
11/03/2025
NEW YORK A new study finds that as TV viewership for women's sports surged by 131% in 2024, the programming also saw a 56% year-over-year increase in ad im...
11/03/2025
Powerful switcher for news studio
FOR-A, a cutting-edge video broadcast technology company backed by more than 50 years experience, has installed its HVS-1200 ...