Standard Bank - Achiever campaign

Lapeace Kakaza, Susan Ferguson, Avril Van der Merwe and Nala Dhlamini

There are four major banks in South Africa, all competing for the upwardly mobile 'Achiever' market. Standard Bank was the first to introduce a bundled credit offering catering for this market.
Agency: TBWA\Hunt\Lascaris\Johannesburg (South Africa)Authors: Lapeace Kakaza, Susan Ferguson, Avril Van der Merwe and Nala Dhlamini

Standard Bank – “Achiever Campaign”

1 BUSINESS BACKGROUND & OBJECTIVES

1.1 Background

The banking sector in South Africa is dominated by four major local banks, namely Standard Bank, ABSA, First National Bank and Nedbank (the “big four”) who offer a bouquet of banking products and services. The big four dominate the retail side of the banking sector, virtually accounting for all of the country's retail accounts. While a number of Foreign Banks and other niche players compete mainly in the wholesale and...

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