Nedbank pioneers innovative strategic partnership approach with media owners
Nedbank Group has adopted an inclusive new way of working with media owners through a partnership-driven, relationship-based methodology the group believes will help to unlock the immense value these vital media stakeholders can add to the brand building, profiling and media exposure efforts of the bank.
According to Tatiana Ndlovu, Head of Nedbank's Group Media, the bank's new partnership approach to collaborating with media owners was born of the recognition that these media entities can, and should, be far more involved in Nedbank's efforts to strategically leverage paid media channels.
The aim is not just to ensure a good return on media investment, but more importantly, to enhance the reach and maximise the positive impact of Nedbank's messaging. As a purpose-led brand, we look forward to receiving elevated ideas that will translate into impactful ways of doing business to help us meet our business objectives and entrench how we "see money differently".
"Media owners are obviously critical role players in Nedbank's ability to achieve its media objectives and ensure maximum bang for our buck," Ndlovu explains, "but we recognise that they can, and should, play a far more integral role in enabling us to achieve our strategic objectives, and our new partnership approach has been designed to enable us to fully leverage the exceptional insights, experience and innovative ideas of these vital stakeholders."
The new partnership approach was officially launched at a half-day media owners workshop on 30 January 2019. Hosted by the Nedbank Group Media team, the workshop gave the marketing heads of the Nedbank business segments the opportunity to take representatives of SA's media owners through all aspects of the group's corporate structure, brand architecture, business strategies, marketing segments and objectives, and priority products and services for 2019.
"Media Owner Day was very well attended and we were heartened to see the desire and willingness of these vital stakeholders to engage with us at a deeper, more meaningful, level," Khensani Nobanda, Group Executive for Marketing and Corporate Affairs said. "By exposing these valuable media stakeholders to all aspects of our group, committing to forging real partnerships with them, and ensuring that they have every opportunity to provide real input into our media strategies and campaigns, we are confident that our paid media approach will unlock massive value for our brand and our clients in the months and years to come."
The new approach was very well received, as evidenced by the positive feedback from the event attendees:
"Thank you for yesterday. It really was a great initiative. So great to see the insight into your plans and strategies for the year ahead. We have some amazing ideas already." Jarrod Stewart, Sales Director, TheSALT
"I just wanted to say thank you so much for yesterday, it was really insightful indeed. I wish more brands would do the same. It really put a lot of things into perspective and helped me understand the brand so much more." Jabu Vilakazi, Account Manager, Independent Media
"A very big thank you from the Whisper Media team for the invite to the session last week. It's so refreshing (and rare) for clients to share their strategies and time with media owners. All of the presentations gave us food for thought, and we'll certainly be reverting with ideas." Kevin Green, Sales Director, Whisper Media EMEA