alder case study

Taking off from the success of the “Orange Rules” campaign, Guaranty Trust Bank retained the services of Alder Consulting under an annually renewed retainer to manage the brand strategy and marketing communication of the Bank.

Guaranty Trust Bank plc was incorporated in July 1990, as a private limited liability company wholly owned by Nigerian individuals and institutions. The Bank was licensed as a Commercial Bank in August 1990 and commenced operation in February 1991.

In September 1996, Guaranty Trust Bank plc became a publicly quoted company and won the Nigerian Stock Exchange President's Merit award several times.

The branding and communication retainer incorporates the following:

Introduction of new products and innovative services provided by the Bank

Promoting the Bank’s dominant position in the market

Promoting the Bank’s focus on service excellence and its retail banking strategy

When developing campaigns, concepts and communication materials for the Bank, we take a holistic approach tailoring the programme to the unique personality of the Bank.

Having developed a theme, concept materials such as brochures, fliers, adverts (print, electronic and outdoor) and scroll banners are produced.

Alder has also designed and produced the Bank’s annual reports from 2006 to date.