This is complemented by sector specific executions; Infrastructure, manufacturing, agriculture, telecommunication, oil and gas, power, mining, financial institution and consumer goods, across a multiplicity of media channels and platforms.

A release issued in Accra said: “The campaign, designed to shimmer and glitter in Ghana’s capital city and other regional centres on January 24, 2022, uses four proof points – global reach, digital solution, value chain and expert solution- to drive home the bank’s corporate banking credentials.”

It said the bank’s significance in Ghana’s economy has been a constant feature in the country’s developmental journey for more than a century.

“The bank has supported several sectors, including empowering businesses to be sustainable and helping clients with transformative investment services. It has become a symbol of the Ghanaian financial identity since it first commenced operations as Barclays Bank in 1917.”

The corporate banking business, especially, has a history of consistent financing support to many areas, including License Buying Companies in the cocoa sector and the largest single day domestic currency issuance in sub-Saharan Africa at US$2.25bn in 2017. Additionally, Absa Bank has acted as lead arranger for a number of big-ticket deals in Ghana’s finance and energy sectors.”

Delivering value

The Regional Corporate Director for West Africa at Absa Bank, Ms Ellen Ohene-Afoakwa, said: “Our fundamental task is to deliver value, experience, expertise and reach to ensure that our clients can put their businesses at the forefront of the financial world, while positively impacting their communities and powering their global vision.

We are relevant in every sector of the Ghanaian economy from private, public, small and large entrepreneurship ventures and we shall continue to make capital available to grow the markets, transform the continent and maintain our image as the go-to partner of choice.”

It said ultimately the advertising campaign was a call to action for both prospective and current businesses to partner a bank with demonstrable bravery and expertise to get things done.

The release said the campaign would utilise all key touchpoints in the external media space (TV, Online, Radio, outdoor, PR) together with an ambitious digital and social media approach.