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A bank that helps you get things done – A promise to help bring your possibilities to life

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Nana Essilfuah Boison Marketing Corporate Relations Director Absa Bank Ghana
Nana Essilfuah Boison, Marketing & Corporate Relations Director, Absa Bank Ghana

There is a spirit across the continent that is unmatched elsewhere. It is largely unspoken, a feeling and way of thinking that allows us to say with the greatest of confidence that Africa’s future is bright, and that we can do anything we set our minds to.

 

All too often, news headlines dwell on Africa’s macro challenges, overlooking its track record of creative, ingenious and often unique, home-grown solutions to problems. While Africa’s challenges remain true, we also have a remarkable ability to overcome obstacles in ingenious ways. As a forward-looking independent African bank committed to the bright future of our continent, Absa is focused on finding solutions that will help bring our country and continent’s possibilities to life.

 

A walk down any bustling African city – from Accra to Nairobi, Johannesburg to Kampala – quickly reveals that Africa is a continent of doers, always going above and beyond to get things done. Consider Bernice Dapaah who whilst others saw bamboo, she saw convenient transport for school children and Paul Coffie who through his ingenuity is making homes out of what others see as plastic waste.

 

Bernice Dapaah grew up in a small rural community where kids walk a long distance to school every day; a common fate of many rural folks. Moved by this, she built her first bicycle using bamboo. Today, she employs many   women and her bamboo bikes make it easier for children to get to school.

 

Living in an environment where waste management is of concern to all, Paul Coffie accepted the challenge of building with plastic waste after years of study in this practice. Paul Cofie also recognises the housing deficit in Ghana. So, he is applying his creativity by using plastic waste to build affordable homes. Today, his invention is helping to solve these major social challenges in our country and also providing jobs for ordinary Ghanaians.

 

As we embarked on one of the continent’s most ambitious corporate rebranding programmes – changing our name from Barclays to Absa – we took a close look at our business, our employees and the people we serve, with determination to forge a refreshed, fit-for-purpose bank that had meaning and relevance in the lives of our customers and colleagues.

 

We also looked at our context and our continent for inspiration. What is it that makes Africa unique? What is our essence, our driving force, and the thing that will unlock our potential?

 

As one of the continent’s largest banking and financial services groups in Africa, this uniqueness inspires us. But we didn’t have a word to describe this – so we created one:

Africanacity – the distinctly African ability to always find ways to get things done.

 

As an organisation, we are inspired by the spirit of Africanacity, which thrives on turning every challenge into an opportunity. We are inspired by people who challenge traditional ways of thinking. Africanacity is the inspiration behind Absa. In defining this word, we commit to helping people find a way to get things done.

 

We believe that everyone needs a financial partner who will help them realise their possibility. From our colleagues and customers, to the continent at large, Africanacity is a call to action for everyone. It’s a defined term to describe a longstanding attitude. It’s what drives and inspires everything Absa believes in, and, above all, it drives the beautiful country and continent we serve.

 

By Nana Essilfuah Boison, Marketing & Corporate Relations Director, Absa Bank Ghana

 

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People & Lifestyle

Kobina Ansah and Wife to Celebrate Their Son’s First Birthday with A Children’s Book Written For Him

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Kobina Ansah and Wife

The first birthday of every child means a lot to their parents. It is, thus, usual to have such parents celebrate these birthdays with a party. In the case of Kobina Ansah and his wife, Elorm Ansah, they are doing something unusual. (more…)

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Introducing Samsung Galaxy Z Flip4 and Galaxy Z Fold4: Samsung’s Most Versatile Devices, Changing the Way We Interact with Smartphones

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Want to train your brain? Here are 5 top puzzle games to flex your logic and strategic thinking skills

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More than 2.8 billion active mobile gamers around the world are benefitting from improved memory, increased problem-solving capabilities and enhanced learning by developing several skills for today’s digital world. There’s no arguing the fact that mobile gaming can help train your brain in ways you’ve never thought of. (more…)

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CIMG Launches 33rd Annual National Marketing Performance Awards

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DR KASSER TEE

The Chartered Institute of Marketing, Ghana (CIMG), has launched the 33rd CIMG Annual National Marketing Performance Awards, which was held at the Coconut Grove Hotel in Accra. The event took a hybrid form with virtual and in-person attendees.

 

In his welcome address, the Registrar of the CIMG, Mr. Kwabena Agyekum said, “The success of these awards has gone beyond the event itself. Many businesses have now redeveloped their corporate strategies and significantly changed their business operating models, enabling them to be marketing-oriented by meeting the key requirements of market focus, integrated marketing, long term profitability, and customer and competitor orientation.”

 

In his opening remarks, the National Vice-President of CIMG and Chairman of the Awards Planning and Selection Committee, Mr. Theodore Osae, lauded the CIMG for its historic accomplishments in previous awards ceremonies.

Read Also: CIMG Launches Ghana Customer Satisfaction Index 2021 Report

“There is no denying that the scheme has incredibly evolved into what could be considered Ghana’s benchmark awards scheme. As we take delight in the successes achieved by our awards, I wish to boldly say that the CIMG takes pride in the several landmark accomplishments, which have greatly contributed towards improvements in organisational and professional performances, and especially, for practicing Marketers,” Mr. Osae said.

 

Being mindful of these achievements, the Institute has resolved to keep the stakes as high and as relevant as possible so that the standards, by which CIMG assesses individual and corporate performances, are not compromised.

 

The institute, for the past few years, has adopted the online system of completing the awards questionnaire by nominees as well as online assessment for the judges, who are chosen from various sectors of the corporate world. This set up has made it easy for CIMG to continue to drive a rigorous process whilst maintaining its stringent standards.

 

The Awards cover six major competitive areas, namely: Hall of Fame, Personality, Media and Marketing Communications organisations, Business organisations, Products, and Not-for-Profit organisations.

 

There is a non-competitive award category known as the CIMG President’s Special awards which are given to noticeable female and male achievers in any endeavour, or a business entity or product or service that has positively contributed to national progress.

 

Mr Osae indicated that “the judges and assessors for the year’s event will devote time and attention to ensure the success of the 33rd CIMG Awards, as it represents Ghana’s benchmark awards ceremony.”

 

The criteria for selecting the winners and benchmarking their performance will include:

  1. Marketing Metrics including awareness, numeric distribution (where appropriate) and others
  2. Marketing Innovation

III.       Technological Innovation

  1. Segmentation, Targeting and Positioning (STP)
  2. Social Impact
  3. Contribution to National Development

VII.      Public Image

VIII.     Success in the Market Place

  1. Market Share
  2. Customer Service Orientation
  3. Ecological and Ethical Issues

XII.      Competitor Orientation

 

Launching the awards ceremony, the National President of CIMG, Dr. Kasser Tee, urged organisations “to refrain from cutting marketing budgets in hard times, as effective deployment of marketing communications is necessary for stimulating demand for their products.”

 

Dr. Kasser Tee added that organisations must re-examine their marketing mix elements and ensure an optimal blend for organisational success. He explains that “in the same way that you cannot do without products, or pricing, or distribution, so must you not cut promotion or marketing communications budget. You must however spend in critical areas, using the most critical, influential and most cost-effective media vehicles. You must differentiate your corporate and product brands to enable them stand out in the midst of intense competition and low consumption.”

 

He further encouraged all corporate organisations “to pay attention to some of the very key pillars of marketing that guarantee effective performance, by way of growing market shares, revenues and profits in these difficult times.”

 

For 32 years, CIMG has consistently held the Annual National Marketing Performance Awards with the upcoming one being the 33rd edition

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How to Make Money From Non-Fungible Tokens: Tips and Tricks

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