Ecobank, the prominent pan-African financial services group, revealed its latest brand campaign, ‘A BETTER WAY | A BETTER AFRICA,’ at the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 (AFCON) yesterday. 
As a proud official sponsor of the AFCON 2023, Ecobank is harnessing the unifying and progressive spirit of African football to showcase its commitment to the sustainable growth of the continent. The campaign emphasizes Ecobank’s determination to empower clients and customers, fostering a better future and ultimately contributing to the advancement of Africa.
CEO Jeremy Awori’s Vision for Growth
Jeremy Awori, the Chief Executive Officer of Ecobank Group, expressed the organization’s commitment to driving growth in Africa through the delivery of affordable, reliable, and innovative financial services. Awori emphasized that ‘A BETTER WAY | A BETTER AFRICA’ mirrors Ecobank’s unwavering dedication to the continent. The campaign underscores the bank’s pursuit of continuous improvement, delivering enhanced financial services, an improved customer experience, and customer-centric solutions to support Africa’s development.
Rooted in Pan-African Perspectives
The brand campaign is grounded in the outcomes of an extensive pan-African brand survey, addressing diverse perspectives and opportunities unveiled during the research. According to Awori, Ecobank’s pan-African purpose and single gateway platform, combined with its diverse workforce spanning 35 countries, position the bank as a vital enabler and partner for clients and customers, facilitating the identification and pursuit of new opportunities.
Digital Innovation and Continental Connectivity
Highlighting Ecobank’s digital network and continent-wide connectivity, the campaign showcases its unified payment ecosystem. This infrastructure supports market access and business growth, capitalizing on opportunities presented by the African Continental Free Trade Area (AfCFTA). With a focus on enhancing accessibility and efficiency, the bank aims to further integrate its digital capabilities into the fabric of Africa’s economic landscape.
Rollout and Future Prospects
The fully integrated campaign includes a diverse mix of digital and traditional media, featuring a television commercial filmed on the continent. Following the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023, the campaign is set to continue its rollout across Africa. The bank’s commitment to a ‘BETTER WAY’ signifies a strategic step towards shaping a brighter and more prosperous future for the continent.
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