Having identified growth opportunities in high-net-worth banking, FNB formed a new business unit, Private Clients, and tasked its CEO, Eric Enslin, with capturing a leading share of this fast-changing market. The bank's stated strategy is to provide integrated financial solutions addressing clients' total wealth and lending needs, and to concentrate on building financial relationships that add real value to clients' lifestyles.
To convey these objectives effectively to the financial media, staff and other selected individuals, FNB's Private Client division engaged FCB !mpact 361, a unit within the FCB group focused on promotional campaigns, events and launches, digital design and sponsorship strategies, implementation and leveraging, to coordinate the official unveiling at the Melrose Arch complex in Johannesburg.
FCB !mpact was responsible for developing and implementing all launch elements, including direct mail, invitations, stationery and gifts.
Heidi Nelson, Managing Director of FCB !mpact, says: "Since the emphasis of the private clients initiative is on partnership and on the value FNB can add to the financial relationship, we chose the launch theme 'Let's have a conversation'. This is a creatively enticing way to communicate the fact that a successful client/financial services provider relationship starts with a proper needs analyses. Every person is different and it is only through talking, one on one, that we will ascertain what is important to the individual. Hence 'Lets have a conversation'.
"Included in the package were iPod Shuffle players and branded carry-cases for the attendees, pre-recorded with key information about the launch for convenience and ease of reference." Further utilising the spoken word to drive the 'Conversation' concept home.