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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.
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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.