NEW ADVERTISING CAMPAIGN
IN THE NETHERLANDS
1
Rabobank International holds
two-day conference
The Netherlands
The Netherlands
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In October 2009, Rabobank launched a new
advertising campaign in the Netherlands for all
markets, including the Dutch wholesale market.
The campaign, entitled 'Rabobank A Bank
with Ideas', highlights Rabobank's cooperative
values and explains how the cooperative
model distinguishes Rabobank from other
banks. It focuses on the strength of the brand
and the security that Rabobank's unique
cooperative values provide to customers. The
campaign is well received in the domestic
market of Rabobank.
For more information, visit the website at:
www.eenbankmetideeen.nl.
Rabobank Intemational's latest two-day annual conference, held
in the Netherlands last November, focused on the theme 'Linking
together to make the strongest chain'. The conference's message
was that each person, each business and each product has a role
to play in making Rabobank the strongest link in the food chain.
"Our combined effort enables us to meet the financial needs of
producers, traders, processors and food retailers as well as realising
our objectives to become market leader in the Netherlands
and a leading F&A bank globally," executive board member
Sipko Schat said.
Strategy sessions focused on both Wholesale and Rural and Retail
Banking. The Rural and Retail banking sessions included discussions
on geographic and market developments, with participants reviewing
the three business models that are available: farmer fïnance; rural
banking; and International Direct Banking (IDB).To stimulate a debate
on the 70 percent self-funding target of Rural and Retail banking, IDB
gave a presentation on working methods and their added value in
gathering funds for Rabobank's banking activities.
During the Wholesale
session, participants
looked into how to create
solutions within the Wholesale environment - such as establishing
leadership, being client-led, and finding the areas of shared value
in the chain. Discussions concentrated on how to take the business
to the next level, with the focus on moving out of the silos, working
collaboratively, and creating a sense of urgency regarding actions.
Value drivers remain a cornerstone of RI's management agenda
and were reflected in many presentations during the conference.
The drivers are: stable income growth; cost reduction and cost
consciousness; efficiënt allocation of existing and freed-up capital;
managing cliënt and operational risks better to minimise provisions
and expected losses; and optimising liquidity via deposit taking and
appropriate pricing. For one of the value drivers - allocating capital
efficiently - the conclusion during the conference was that there is
capital for proposals that fit with the strategy and offer an acceptable
reward in terms of risk and return.
ISSUE 22 JANUARY 2010 THE WORD 7
