FNB goes to DDB SA, MetropolitanRepublic

The awarding of the contracts follows a review of advertising agencies and a resultant four-way pitch from incumbent Draftfcb, Ogilvy, DDB SA and MetropolitanRepublic.

Stated Derek Carstens, FNB brand director, “The selection process was closely governed by our audit committee to ensure that the process was fair and thorough. The bank's executives further ensured the evaluation of the four short-listed agencies provided a sound platform from which the contracts could be concluded.

“FNB's ‘How can we help you?' remains an enduring departure point and this will be enriched with our brand values of Innovation, Accountability, Pride, Ubuntu, and Respect.”

According to Carstens, the bank “further needs to express its uniqueness in the banking sector: it is the only truly South African bank, has a unique investment in the 2010 FIFA World Cup and is sharing this with its customers; it is dominant in its investment in youth sports, and has an extensive Corporate Social Investment Programme.”