In a spectacular reveal at the TotalEnergies CAF Africa Cup of Nations Côte d'Ivoire 2023 (AFCON), Ecobank, one the leading pan-African financial services group, launched its new brand campaign, ‘A BETTER WAY | A BETTER AFRICA’. The campaign, unveiled today, emphasizes Ecobank's commitment to empowering clients and customers, fostering a brighter future, and contributing to the overall development of the African continent. Jeremy Awori, Chief Executive Officer of Ecobank Group, spoke passionately about the campaign's significance, stating, “At Ecobank, we drive growth in Africa by our delivery of affordable, reliable, and innovative financial services to our clients and customers, while making a significant contribution to Africa’s development. ‘A BETTER WAY | A BETTER AFRICA’ reflects our unwavering dedication to our continent." Awori continued, highlighting the essence of the campaign as a manifestation of Ecobank's commitment to continuous improvement and delivering enhanced financial services. "Driven by our commitment to continuous improvement, we deliver enhanced financial services, greater customer experience, and more customer-centric solutions," he added. The foundation of this brand campaign rests on insights gathered from an extensive pan-African brand survey, capturing perspectives and opportunities identified during the research process. Ecobank aims to leverage the unifying and progressive spirit of African football showcased at AFCON to demonstrate its dedication to the sustainable growth of the continent. As an official sponsor of the TotalEnergies CAF Africa Cup of Nations Côte d'Ivoire 2023, Ecobank seeks to use this platform to connect with its diverse audience, showcasing its commitment to the continent’s sustainable development. The campaign, which features a diverse mix of digital and traditional media, includes a television commercial filmed on the continent. The campaign's rollout will extend beyond the AFCON event, reaching audiences across the African continent. Jeremy Awori emphasized, “Our pan-African purpose and single gateway platform, as well as the diversity of our leading workforce operating from 35 countries, position us as an enabler and partner for our clients and customers to identify and seize new opportunities.” Ecobank's digital network and continent-wide connectivity take center stage in the campaign, underscoring its unified payment ecosystem. This ecosystem not only supports market access and business growth but also capitalizes on the opportunities presented by the African Continental Free Trade Area (AfCFTA). As Ecobank Group strives to provide a better way for its clients and contribute to a better Africa, the unveiling of this brand campaign marks a pivotal moment in the financial institution's journey toward sustainable growth and empowerment across the continent.