Absa Business Banking is showcasing its support and deep understanding of the entrepreneurial landscape through an exciting new marketing campaign. The bank is focused on defending its leadership in Agri while accelerating growth in other high-impact sectors such as Wholesale, Retail and Franchise, Manufacturing, Transport and Logistics and Tourism.
The campaign highlights the aspirations and struggles of entrepreneurs, and how Absa partners with business owners to solve their unique needs through deep sector insight, personalised partnerships and practical solutions at every stage of the business journey.
‘We understand that business owners don’t just need financial products. They need a banking partner that moves at their speed, understands their industry and delivers real-world solutions,’ said Sanah Gumede, Managing Executive for Strategy and Customer Value Management at Absa Business Banking. ‘Whether it’s a spaza shop owner whose tills go quiet during morning load shedding, or a farmer navigating climate shocks and rising input costs, we get it.’
‘As a segment-led business with deep sector expertise, we’re able to pinpoint specific challenges and respond with tailored solutions, delivering personalised partnerships that go beyond banking to empower South African businesses at every scale,’ said Gumede.
Particular emphasis is also being placed on the medium-sized SME segment, where unmet needs and sector-specific challenges present an opportunity for more tailored, scalable support. The strategy also prioritises ESG-linked finance and the unit continues to invest in holistic, digitally enabled solutions to support sustainable business growth.
This repositioning campaign will be amplified by Absa’s new brand platform: ‘Talk business with a bank that gets you’ – a campaign that captures the bank’s intent to meet customers where they are, speak their language and deliver solutions that are relevant, empathetic and built for real businesses.
‘As the Bank of the Entrepreneur, we are committed to partnering with entrepreneurs at every stage of their journey. It’s about understanding their business realities and partnering to solution for them,’ said Erica Bopape, Executive for Marketing and Communication at Absa Business Banking. ‘In the coming weeks, this message will come to life on various media platforms, including key business radio shows.’
ABSA
absa.co.za
