In 2014, bank Novagalicia Banco was acquired by Venezuelan financial group Banesco. Following the acquisition, the new owners have undertaken an in-depth process of renewing the undertaking that, amongst other steps, has included an ambitious rebranding project. As a result of this process, the bank has been renamed Abanca, a name that underlines the new bank’s commitment to the progress of people and of the Galician community.
To manage the process of changing the brand, Abanca saw the need to possess a digital tool that would help them achieve uniformity in the design of a wide range of communication pieces, to manage their implementation and to efficiently inventory everything that had been implemented. What’s more, the speed and flexibility called for in the advertising campaigns would be unthinkable and difficult to achieve without a tool of this type.
‘We have quantified an improvement in the updating and control of campaigns of between 20 and 30%. Any query we make into our sales network in terms of the current status of media can provide a time savings of 50%’
Fundamentally, what BrandCenter Aggylon has given us is greater control over the entire sales network in terms of current media and creative work. It allows our suppliers to update quickly changes to campaigns and makes it easier to control the quality of the work.
The BrandCenter provides an inventory of past situations, allowing us to analyse prior errors and permanently improve new approaches.