SE=-sf~ y RDCR-BRIIK RO Rabo band IN BRIEF Worldwide advertising campaign aims mainly at agribusiness .■;»V 'Hong Kong' presents facto- ring-services In June LPO in San Francisco Electronic Mail ADCA-BANK: closer resemblance to Rabobank Issue 3/April 5, 1989 The famillar advertising cam paign based on the work of the famous Dutch artlst Plet Mondriaan wlll be continued. The advertisements which re- flect the clements of clarity, strength, vislon and dedica- tion will be aimost un- changed. They wlll be placed increaslngly in journals on agribusiness as part of the new pollcy plan. Now we are still in a variety of media including The Wall Street Journal, Business Week, The Economist and The Financial Times', says Ton van Iperen, head of International Publicity in Utrecht. 'But we are going to change all that. We intend to concentrate more strongly on our target groups which means advertising more in the agribusiness media. You have to make choices, you can only spend your guilder once'. This means that journals such as Agri Finance, Agri Trade, World Grain and Agri Business World Wide will play an important part in Communications with the agricultural market. 'We'll go on using the other journals from time to time', says Van Iperen, 'but the campaign will focus mainly on the agribusi ness journals'. International bank A total of six million guilders is re- served annually for the cost of all promotional activities per- formed by the International Di- vision, including public rela tions. This also includes the campaign in the Netherlands media portraying Rabobank as an international bank for Dutch customers. Mondriaan's work does not feature in this campaign which latches on to the campaign aimed at trade and industry in the Nether lands. The Mondriaan campaign was developed in the Nether lands and it comes from Utrecht. In addition branches abroad are free to develop ac tivities themselves and to carry them out. 'We don't issue strict guidelines on this but the other big international concerns often do', says Van Iperen. 'We do things differently.' Managers abroad send in- formation to Utrecht concerning their advertising in which they pinpoint exactly what to com- municate in the media. Sugges- tions based on this are then prepared in the Netherlands. Promotion apart from actual advertising can also be carried out in the country of establish ment. It will depend on the quality of the ideas you provide whether they catch on with branch managers abroad or not. In Belgium there is some cooperation with a local adver tising agency. This is also done in Flong Kong occasionally. But the basic material supplied comes from the Netherlands. The branches themselves are responsible for it.' "you would lik. to ,lndeul mor. obout th. cl.or conc.pt of m.rehont banking coll on Robobonk. IW109 o' '"•h °"h yy? .r .7».'. Recently, Rabo Financial Services Ltd was founded. The first task of this company will be to sell factoring con- tracts on behalf of 'De Lage Landen', the subsidiary of Rabobank in the Netherlands amongst others specialized in factoring and leasing. A signifi cant part of world trade flows are handled via factoring and having this very professional in-house company, we want to sell export factoring for Hong Kong exports to Europe. In June of this year a loan production office (LPO) will be permanently established in San Francisco. The office will function as a representative office, market ing Rabobank services to agri cultural businesses in the Western United States. Loan booking and funding of ac counts will continue to be han dled by the New York branch. The office will also service any member bank needs in that part of the United States and develop business opportuni- ties between Dutch and Ameri can companies. A final objec- tive wiil be to exploit trade fi nance opportunities within the Pacific Basin, specifically involv- ing Rabobank offices in Singa pore, Hong Kong and Jakarta. As the number of branches grows, Rabobank is faced with a mounting pile of re- ports and documents des- tined for Rabobank Nederland and lts foreign-based offices. Prompt Information is a pre- requlsite to smooth service for customers. One of the problems which cropped up in recent years in Communications between the establishments abroad and Rabobank Nederland, concer- ned the credit reports which were sent by courier services, Fax and mail. The disadvan- tages of these methods lay in their cost, quality and the time involved. We looked around for a quicker and better method of sending the credit reports. Electronic Mail turned out to be the solution. This system called Easy Link is provided by the American concern Westerr Union. Reports from senders are accepted and stored in the system which passes them on to the addressee on demand. It is a form of computerized postoffice box. The reports are sent from one computer via the postoffice box com puter, to the addressee. The system is well-safeguard- ed and Easy Link is also able to adapt the word processing systems of sender and ad dressee if these are not identi- cal. The system was tested by Ed de Rosa and Hans van Zan ten, system managers of the New York branch and the Inter national Division, respectively. It became operational between New York and Utrecht at the beginning of March. The planr are for all foreign-based oi fices to be registered with the system within a few months. Later on individual users will be able to have their own postoffice box so that interna tional electronic mailing will become a fact. A relatively economie and prompt system of internal communication will be at our disposal, offering excellent quality into the bar- gain. Allgemeine Deutsche Credit-Aristalt Subsidiary of Rabobank Nederland The West German ADCA- BANK - an 84% subsidiary company - is to be further inte- grated in the Rabobank Group. This is illustrated in the service provided and also in the design of the logo of the ADCA-BANK. The lettering is the same as that of the Rabobank logo and its emblem, the square with a line pointing upwards, has been incorporated.

Rabobank Bronnenarchief

blad 'Raboband International' (EN) | 1989 | | pagina 2