In 2018, Absa tasked us with introducing Absa CIB to the UK. Their vision? Be the go-to partner for African investment. Seven years on, they’re expanding globally as they launch in international markets. We’re cementing their reputation as a leading pan-African bank with a major global footprint.
After years of being known as Barclays Africa, Absa CIB needed to establish itself in the UK under a new identity. This wasn’t just a rebrand – it was about positioning CIB as a leading pan-African bank with a compelling value proposition for global audiences. To build credibility, they needed high-impact, strategic media coverage in top-tier and trade publications that would resonate with key stakeholders.
Following the UK launch, efforts expanded to support Absa CIB across Asia, the US, and the Middle East. To generate market buzz, Absa CIB needed a team with strong relationships with local and international top-tier media, backed by a deep understanding of its international markets.
Client
Sector(s)
The Approach
Our strategy positions Absa CIB’s spokespeople as leading voices on African financial markets across four key regions. We consistently secure interviews and broadcast opportunities with top-tier media, building its profile so journalists proactively approach us for insights when news breaks in Africa.
Our media program spans borders. In 2024, Absa launched in China. To drive media attention around the office opening event, we developed a regional strategy to introduce Absa to the media in Asia. This included securing coverage with local Chinese media and international publications, plus organizing a media tour for key Absa spokespeople visiting Beijing.
Results we’re proud of
300+
Pieces of coverage across top tier and trade media globally including regular hits in The Economist, CNBC China, Fortune Arabia, Financial Times, WSJ and Reuters.
50+
Events supported during the program, including creating bespoke speaker notes, securing interviews, and inviting journalists to attend.
Related work
-
LGT Private Banking
A campaign to boost LGT’s brand awareness across sustainable finance ahead of their Climate Conference in Singapore.
-
Absa Corporate & Investment Bank
Media campaign across the APAC region ahead of Absa’s Beijing office opening.
-
Backbase
Top tier media campaign to secure millions of views
-
Avoka
Brand positioning reboot to attract top-tier media with a goal to be acquired
Find out how we can help you achieve your business goals.
