Barclays announces M.anifest as brand ambassador as it rebrands to Absa #JourneytoAbsa

Barclays Bank Ghana, has unveiled the internationally acclaimed and award-winning Hip-Hop artiste, M.anifest as their brand ambassador. This comes ahead of its rebranding to Absa Bank Ghana Limited on Monday 10 February 2020.

M.anifest is known for his musical boundary crossing, multilingual wordplay, and a refreshing hybrid song writing approach that acknowledges both his Ghanaian upbringing and his sojourns in the West. Described in 2015 by the Guardian (UK) as “the foremost rapper on the continent” M.anifest’s originality and impressive lyricism has earned him collaborations with musical giants such as Tony Allen, Burna Boy, Damon Albarn, Flea (Red hot Chili Peppers), Erykah Badu, Femi Kuti, A.B Crentsil and more.

Ms Nana Essilfuah Boison, Marketing and Corporate Relations Director at Barclays Bank Ghana noted, “as a forward-looking bank deeply rooted in Africa with global connectivity and a passion for excellence, we are excited to be associated with M.anifest, who exhibits and exudes similar characteristics and passion.”

“As we become Absa, we are not only building on our 100-year heritage in Ghana, we are also one of Africa’s top three largest banks, backed by a large capital base and strong balance sheet with a commitment to connect people’s dreams with financial opportunities,” she added.

On his part, M.anifest noted that “It’s an absolute thrill to be brand ambassador for Absa, a forward-looking bank with a global scale. My career has led me on a path of upholding global standards of excellence whiles maintaining local relevance.  I believe Absa represents this on a higher scale in banking, thus the synergy is seamless. I’m looking forward to this new chapter in which together we bring more value and unique solutions to individual Ghanaians and Ghanaian businesses.”

Many people are already warming up to their vibrant new brand with its exciting and refreshing shades of red. Since the announcement by its parent company, Absa Group, the bank has been working in a systematic approach to embed the new warm, bold and passionate Absa brand in the hearts of Ghanaians, as the brand that helps people find a way to get things done and bring their possibilities to life.