NASTRO AZZURRO WIN
After five years working with SABMiller, The Bank was asked to pitch for the domestic business in Italy - Nastro Azzurro.
In March 2005, The Bank achieved what they had not thought possible some five years earlier - pitching and winning against local Italian agencies.
The challenge The Bank faced was to demonstrate a clear understanding of the brand's 'Italian-ness' and show how Nastro Azzurro could be elevated to really resonate with Italians - it was almost a question of the English selling Italy to the Italians! But, as Marketing Director, Fabrizio Contardi, commented "The Bank have a fantastic understanding of Italian culture and what it takes to be a prominent national brand. We need an agency that can get under the skin of the Italian beer market and propel Nastro Azzurro to the iconic Italian status that it deserves. The Bank's strategic and creative approach showed us they could do just that."
Work is currently in progress and The Bank have employed their new Italian Account Director, Carlotta Liguori with an office in Rome officially up and running.
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