Natural progression The A team Cilian win, which l'm now eager to see in action,' Jansen Verplanke says. 'Once I saw the results of the scan, I knew that we were ready for the next step: a new Communications campaign.' 'It would be a shame if we went to all the effort of putting these teams in place to help our clients and nobody knew about it,' Judith Olde Rikkert, Project Manager for Dutch wholesale entities in the Communications Department, adds. 'If you want to become the leader in this business-to-business market, then you have to be visible. This means that we have to communicate our unique propositions at least a few times a year. Of course, the deals themselves are made on a one-to-one and face-to- face basis. Because we're a people bank, the personal setting will always be the most important part of our Communications strategy, but we also have to have a voice in the mass media.' 'If you look at what we've done in the last three years, there's a definite progression,' Olde Rikkert continues. 'Three years ago, we were figuring out what Rabobank stands for as a corporate bank, and we focused on communicating that. Once we feit that people knew what we could do for them, it was time to show them that we're also a good partner to solve complex fïnancial problems with. We did this by presenting proof of per formance in areas such as mergers and acquisitions, manage ment buyouts, fïnancial logistics in the media, and by offering detailed case studies on our website. The first Jochem de Bruin commercial also helped to improve our image as a corporate and international bank.' 'We're now at the point where we know that what makes us dif ferent from our competitors is the people we have and the way we do things,' Olde Rikkert says. 'If our people are our biggest strength, then we have to put them in the spotlight. Therefore, we made the regional teams the focus of our new campaign. That's also typically Rabobank - we won't claim something until we are sure that we can really live up to it!' Jansen Verplanke and Judith Olde Rikkert 16 The Word Issue 13 February 2007

Rabobank Bronnenarchief

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