Ecobank Ghana, a member of the Ecobank Group, on Wednesday rolled out the banks first fully integrated advertising campaign in Accra. The campaign was launched by the Ecobank Group in Lome, Togo in December last year and is being progressively rolled out in 33 countries across Africa. It is designed to promote a new brand position. “The thinking behind this campaign is that, with a presence now in 33 African countries, and growing, Ecobank is the one bank capable of creating the necessary change in Africa that will empower its people and business enterprises to unlock the full value that Africa holds," Mr Samuel Ashitey Adjei, Managing Director of Ecobank Ghana/WAMZ Cluster has said. At the media launch, Mr Ashitey Adjei touted the success story of the pan African bank established in the 1980s. “The Ecobank story is a compelling one, mainly because of the kind of vision that was conceived by its promoters from inception, coupled with the structures put in place to ensure the continuous enhancement of stakeholders’ value...with time however, we have slightly refined this to that of a world-class pan-African bank that can contribute to the economic development and financial integration of the African continent." Mr Ashitey Adjei remarked: "The activating light featured throughout our advertising messages represents the torch in our logo, whose effect is that Ecobank is lighting the way for the economic development and financial integration of the African continent.” With the new campaign, Ecobank customers can go to any of the countries with the bank’s presence to transact business like withdrawing money from the ATMs.