Absa and Barclays
The Merging of Two Brands
Elize Davids
November 2013
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What does it mean to Prosper ?
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Welcome
•
My name is Elize Davids and I work for Barclays Africa in the Central Region in the capacity as Marketing
Manager for the Free State, Northern Cape and North West
•
Fortune cookies for the graveyard shift
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Some facts and figures.
Barclays Africa Group Limited (Barclays Africa Group or the Group) is 62.3% owned by Barclays
Bank PLC (Barclays) and is listed on the JSE Limited.
The Group is one of Africa’s major financial services providers offering personal and business
banking, credit cards, corporate and investment banking, wealth and investment management
as well as bank assurance. We combine our global product knowledge with regional expertise
and have an extensive, well established local presence.
The Group was formed through combining Absa Group Limited and Barclays’ African operations
on 31 July 2013.
Reflecting the enlarged group’s pan-African focus, our name changed from Absa Group
Limited to Barclays Africa Group Limited on 2 August 2013.
Our registered head office is in Johannesburg, South Africa and we have majority stakes in
banks in Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, South Africa, Tanzania
(Barclays Bank Tanzania and National Bank of Commerce), Uganda and Zambia. We also have
representative offices in Namibia and Nigeria as well as bank assurance operations in
Botswana, Mozambique, South Africa and Zambia.
Barclays Bank PLC has operations in Egypt and Zimbabwe which are an integral part of our
African business and continues to be run by Barclays Africa Group’s management.
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South Africa forms part of
the Barclays Africa Group
and will continue to use
the Absa Brand in South
Africa
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The Absa Brand
•Absa Bank, is a wholly owned subsidiary of Barclays Africa Group Limited (Barclays Africa).
Established
1889
Colleagues
37 093
Customers
10,300,000
Distribution Points
864 branches, 9630 ATM's
Population
50 million
Leader
Maria Ramos
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Absa
•Strong Visual Icon – the RED Bank
•Strong corporate brand that provides credibility and trustworthiness
•Implies the ability to deliver and execute on its promises
•Strong Heritage in amalgamation of the four major banks since 1892:
•
Trust Bank, Volkskas, Allied and United Banks
•Strong Sponsorships that build the Brand and appeal to a range of audiences
•
Absa Premier League
•
Absa Currie Cup
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Absa KKNK
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Absa Cape Epic
References7 Absa
( Kloper
& North 2011 )
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The Human Spirit
Sponsorships as a brand building mechanism
We don’t sponsor sports and arts, we sponsor the
human spirit
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Practically speaking..
Align --ment
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Benefits
For Shareholders, Customers , Colleagues and Communities :
1. One Bank in Africa - Providing our customers and clients
with a more holistic service
Retail & Card business
2. Customers and clients have the benefit of a global product
strategy and can expect to see an even greater focus on
service quality and delivery of a broader range of
products under One Bank in Africa.
3. A global and regional relationship banking model in
Africa which creates a compelling proposition for
multinational companies.
4. The leveraging of products and capabilities across the
group.
5. An avenue for shareholders to benefit from the growth
of the sub-Saharan economy, the diversification of the
business, as well as the operational efficiencies and
economies of scale offered by an integrated African
operation.
5. Commitment by the group to sustainable development
dedicated to uplifting communities in the areas in which
we operate.
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CIBW Business
Similarities & Differences
•1. The Corporate Brand
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Rich Heritage ( we build on our past ) – tertiary pages
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The strength of our Assets & Capabilities
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Strong Leadership & People Element ( Jobs, Branson, Ackerman, Prof Jansen )
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Values & Priorities
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Strong Locally & Globally
•
Strong Community / Citizenship Programmes
( - North & Klopper , 2012 )
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Customer-Centricity – are they really at the core of how we operate ?
•
Look again at Tertiary Sites
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John Adair in his book on creative thinking says we should
– “Make the strange familiar and the familiar strange – that is creativity”
•Values-Driven
•
Can you name them
•
Do you live them, reflected in your behaviour
•Community / Citizenship Programme
•
Are you making a difference in a tangible way?
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Inspiring Excellence and Transforming Lives
•People
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Are they geared to deliver do they have grit ?
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The Future - Five Flavours of Marketers
Surprising qualities of the best Marketing Teams :
THE AGILE MARKETER
•Adapters
•Digitally Savvy
•Loves change & comfortable with ambiguity
•Fast decision & bias to action
•Strong learning posture
•Willing to experiment
•Strong networking & collaborating skills
•Connectors
•Doers
•Fast Movers
•Focusers
The concept of GRIT
‘gritty individuals are doggedly focused on a few higher order goals despite
distractions, setbacks, long periods without any positive feedback.
People who filter out noise & get things done’
- CEB Marketing Leadership Council, October
2013
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Think Different
Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round
pegs in the square holes... the ones who see things differently -- they're not
fond of rules... You can quote them, disagree with them, glorify or vilify them,
but the only thing you can't do is ignore them because they change things...
they push the human race forward, and while some may see them as the
crazy ones, we see genius, because the ones who are crazy enough to think
that they can change the world, are the ones who do.
The Crazy
Ones
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Back to the Future
•Best of Both
•Brand Framework incorporates our Purpose as a group :
To Help people achieve their ambitions in the right way
•Driven by our Values :
Respect, Integrity, Service, Excellence, Stewardship which talk to leave
things better than we found them and the behaviours
•Localised regionally in our campaign :
With you on the road to Prosperity
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How can we help you
Prosper
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