A
A unified front.NOW!
Everybody loves a winner
I
Although Rabobank has an important, very substantial international
network and is a worldwide leader in the F&A business, it still isn't
always perceived as a big, international player. This, then, is the
time to show that Rabobank can deliver and it has the know-how,
the network and the dedicated people for serving corporate
clients. In campaigns, Rabobank will be shown as it is: a winner,
an internationally operating winner, a bank that's 100 percent
ready for long-lasting, close relationships with corporate clients.
A good image is key in this operation.
Eric Saris, Head of the Mid Corporates Division: "Wholesale
banking is a vital part of that image. Companies like to deal with
winners and, rightly or wrongly, banks with serious wholesale
operations are most often seen as winners."
Wim Bens, General Manager of Rabobank Uden-Veghel, adds:
"Companies already invite us more than in the past, so
the arrangements we already made support us in
creating the image we're looking for. Dutch companies
notice that we can combine the intimacy of our local
presence with the ability to deliver them our network, and
the products they want. It is important to anticipate on
customers' needs. Our loyalty and commitment to a cliënt
goes beyond a single deal."
Saris: "But it's not just clients who love a winner; it is
also the top talent that Rabobank needs to sustain
future growth. There's a huge scarcity of top talent in
the Netherlands, and being an international player
with a top-notch network - and blue chip clients -
is a huge asset in the battle for that talent. For us as
Rabobank it is important that we can attract top talent
with the combination of real customer focus and
excellent skills for collaboration, to maximise the
strengths we can deliver to our clients."
Weenig: "What we can offer our Dutch clients is unique
in the Netherlands. We have the largest international
network of all the Dutch financial players, the most
concentrated network of local banks, plus top-notch
products and services. And we are a truly client-focused
In May this year, Rabobank organised a major event
to bring together everybody involved in its wholesale
business in the Netherlands. The aim of the NOW event
was to present all of Rabobank's wholesale activities
in the Netherlands as a united front, from the member
banks right through to RI's network. NOW has been set
up to make RI's employees aware of the capabilities
and achievements Rabobank has to offer the wholesale
market and to instil company pride. This is the first time
the bank has presented its wholesale business as one
brand to the market. In a way, Rabobank is reinventing
itself. The bank is more outspoken and more proud of
its wholesale business. Getting this message across to
Rabobank's target audience will be key to its success.
It is about matching the bank's image with its many
capabilities.
Fred Weenig (1960)
joined Rabobank in
2004, after 17 years
with ABN AMRO, as
(Deputy) Head of
Special Asset Manage
ment Rabobank Group
until July 2010. Fred
is Director Wholesale
Clients Netherlands
for Rabobank Inter
national and his res-
ponsibilities include
Mid Corporates and
Large Corporates.
Een wereldspeler
die zichzelf blijft.
Marketing campaign Rabobank's recently launched wholesale marketing campaign - including radio and television commercials,
and adverts at Schiphol Airport and in Dutch daily newspapers - highlights Rabobank's strengths. Rabobank has the largest
international network of all Dutch banks; it is the top export financier and the number one in mergers and acguisitions.
ISSUE 28 AUGI
RI WORLD i.