Nombulelo Moholi (48)
Group Executive: Group Strategy and Corporate Affairs

3 years’ service • BSc(Eng)(Elec)

THE NEDBANK BRAND

The Group Strategy and Corporate Affairs cluster is responsible for managing the group’s image and reputation. Key functions include marketing, communications and group strategy. The cluster is also responsible for the Nedbank Foundation and the Nedbank Economic Unit as well as for the delivery of the group’s transformation objectives in terms of the Financial Sector Charter and the Department of Trade and Industry (dti) Codes of Good Practice.

REVIEW OF THE YEAR

• 2008 marked continued progress on building the Nedbank brand. Brand equity has improved, with marked increases in awareness, relevance and loyalty, particularly in the mass consumer segment of the market. It is also very encouraging that Nedbank remains the only major banking brand to have made positive improvements in brand equity over the period versus its peers, as measured by the Brand Dynamics brand equity study conducted by Millward Brown.
• During the course of the year the bank’s monolithic brand strategy was further refined through the integration of the Old Mutual Bank and Go Banking brands into Nedbank and the discontinuation of these brands.
• We refined the group strategy in an increasing uncertain and volatile environment.
• In the light of the deteriorating global and local landscape, economic comment, insight and advice continued to be sought by both internal and external stakeholders.
• We facilitated the process of setting targets for, measuring compliance and progress with and the implementation of the requirements of the dti Codes of Good Practice and establishing reporting on these, while honouring the group’s commitment to the Financial Sector Charter.
• Media relationships were strengthened through proactive engagement and a host of entertainment opportunities.
• Nedbank donated R43,5 million during 2008 to community development programmes. The equitable spread of foundation funds across multiple provinces and focus areas (education, community development, socioeconomic development and staff volunteerism) progressed well. Volunteerism programmes gained further momentum with the introduction of the Client Local Hero programme.

THE ROLE OF SPONSORSHIPS IN RAISING THE NEDBANK PROFILE

While there has been continued groupwide innovation throughout 2008 in the areas of new-product development, pricing, delivery and client service initiatives, Group Marketing placed increased emphasis on the role of sponsorships as a means to bolster our communications mix, raise brand awareness and more closely engage with the broader mass consumer market.

The announcement of a five-year sponsorship of the Nedbank Cup, South Africa’s premier knockout cup competition, marked the culmination of a long search by Nedbank for an appropriate and significant opportunity to access and support the soccer fraternity in South Africa. Nedbank has very rapidly entered the soccer arena with a highly successful, high-profile tournament executed with a very high level of professionalism and precision.

The investment has already generated significant return on marketing investment and is testimony to our passionate commitment to national pride and community development by supporting and enabling the sport with the greatest number of participants and supporters in South Africa.

	‘The introduction of the Nedbank Cup into the family of PSL sponsors was a milestone for professional football in South Africa. Ke Yona took its rightful place at the top of the South African sporting calendar as one of the most unique soccer tournaments ever seen in South African football. Congratulations Nedbank. You have done football proud.’ – Dr Irvin Khoza: Chairman, Premier Soccer League

Our other sponsorship properties continued to go from strength to strength and received heightened focus and attention:

• 2008 marked the third year of a five-year sponsorship deal between Nedbank and Athletics South Africa (ASA), which includes the popular Nedbank City Marathon and Matha Series. This sponsorship, together with our cosponsorship of the Comrades Marathon, gives Nedbank a sponsorship platform from which to reach clients and prospective clients from every cultural, social and economic background effectively.
• Nedbank’s involvement in supporting athletes with disabilities has continued, with the highlight of this sponsorship category being the success of the SA Paralympic Team, which achieved outstanding results and international recognition at the 2008 Beijing Paralympic Games. 2008 also marked Nedbank’s 16th year as a sponsor of the Nedbank National Championships for the Physically Disabled.
• In its 28th year, the 2008 Nedbank Golf Challenge attracted the strongest field in many years. The event drew over 60 000 visitors, including numerous high-profile dignitaries. The event provided Nedbank with significant high-profile media and hospitality opportunities and a unique way in which to engage with clients and stakeholders. The Sports Trust Golf Challenge (a joint initiative between Nedbank and Sun International) raised R1 million in aid of sport development. The Nedbank Affinity Cup (golf) was a resounding success, with Nedbank donating an amount equal to the winner’s prize money to the Nelson Mandela Children’s Fund.

• 2008 also witnessed excellent exposure through a series of smaller strategic sponsorships, including the Business Woman’s Association, Cape Winemakers Guild and the Old Mutual Budget Speech Competition.

Nedbank’s sponsorship portfolio is now well-balanced and a key ingredient in our overall communications mix going forward and provides a solid platform for building and entrenching our brand in a broad range of consumer, corporate and wholesale markets:

• The new Nedbank Cup soccer sponsorship has dominant coverage in LSM 1 to 6.
• Road running has dominant coverage in LSM 1 to 4, and strong coverage in LSM 5 to 10.
• Golf has dominant coverage in LSM 7 to 10.

PROSPECTS FOR 2009

We will:

• continue to build a Nedbank brand that is not only unique and very well differentiated, but also accessible, caring, relevant and, most importantly, makes a difference to the lives of our staff, clients, shareholders and broader communities;
• adopt an increased focus on establishing Nedbank as green (environmentally conscious) and caring brand;
• execute and optimise the sponsorship portfolio;
• optimise internal and external stakeholder engagement and media relations;
• deliver relevant strategic insights to inform strategic decisions in the context of the changing external environment;
• continue to provide worldclass economic insight to internal and external clients;
• embed and drive Nedbank’s objective of accelerating transformation and becoming a truly South African bank; and
• make a difference in the communities in which we operate through our foundation, staff and client social responsibility programmes.