The Ecobank Group has launched its first, fully integrated advertising campaign, designed to promote a new brand positioning.The campaign positions Ecobank as the pan-African bank capable of creating positive change right across this dynamic continent for individuals and businesses alike. With a presence in 33 African countries, Ecobank is uniquely positioned to take banking to the people and to facilitate cross-border trade and investment.Central to the campaign are three key messages: •A celebration of Ecobank’s success in building a pan-African platform, both in terms of scale and reach; •By closely aligning products and services to customer aspirations, Ecobank is becoming even more relevant to their daily needs; and, •As organisations seek to centralize and streamline their operations across Africa, Ecobank’s ‘‘One Bank” offering becomes even more compelling.The campaign launches in 8 Ecobank affiliate countries with a 60 second TV commercial. The advertising will then be progressively rolled out across all of the African countries where Ecobank has a retail presence.Created by Ecobank’s full service agency, Brand Communications, the campaign also includes radio, press, digital and outdoor media, as well as below the line advertising. This activity will be supported by a social media campaign, driving traffic to engage with the brand.Mr. Arnold Ekpe, Group CEO of Ecobank, commented: “Undoubtedly Ecobank has been a leader in its field, embracing the cultural diversity of its people and adopting international best practice and leading technologies to create a world-class, pan-African institution. As a consequence, we’re seeing other organizations, not just in the banking sector, trying to do the same. This can only be good for Africa because, ultimately, its future lies in being able to create larger, efficient markets that are attractive to trade and institutional investors alike.”Mr. Thierry Tanoh, Group CEO Designate of Ecobank, added: “Our new campaign demonstrates how our reach across Africa, and our knowledge of its people, are creating a better future for this dynamic continent. Our ultimate vision is for the Ecobank brand to be a beacon of reliability for African businesses and households alike. The activating light which features in all our advertising represents Ecobank lighting the way forward for Africa.”