Thinkglobal
Proving it
A-brands.
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National print advertisement
creation of a national mass media advertis-
ing campaign in NL, which Van Veggel
proudly tells us, has been winning awards.
The goal of the campaign, which includes
print advertisements aimed at the corpo-
rate market is to position Rabobank as a
leading player in the corporate world.
Another aspect of the advertising has been
the Jochem de Bruin campaign which
ran on tv, in cinema and on billboards.
Interestingly it's an English language ad
on Dutch tv, see http://meetingpoint.rabo
bank.com
Internationally, the wholesale campaign
consists of a variety of print ads (see
www.merkweb.com). It is an English
language campaign created in New York
initially forthe US market. It has since
been adapted for use in Asia.
What's planned, Van Veggel explains, are further mass media
Communications in specific regions, targeting certain industries.
'We encourage General Managers to convene to discuss brand
awareness. We need to communicate globally in a consistent
way. Although various Rl offices may only participate in a small
amount of advertising, it all adds up to a strong global brand.'
The third phase, commencing later in the year, is about proof of
performance. 'We must prove to the market that we have the
relevant experience and in-depth expertise. A promise means
nothing until delivery,' Van Veggel states. This is where our
international network plays a big role. Any deal done in the
international environment is hard proof and helpsour proof of
performance claim (in the NL and international markets).' In
coming months, you can expect greater publicity of deals as
Rabobank looks for ways to display its industry knowledge and
increase its profile in the global corporate market.
Rabobank
8 The Word
