Capitec’s marketing team on the Capitec way

Members of Capitec’s marketing team on the Capitec way

Pieter Marais –  Head of Marketing

“In a recent brand discussion Gus Silber said about Capitec Bank “they are not like other banks”.  This statement says more about the other banks than what it says about Capitec Bank.  The same goes for marketing.  In my thinking about the Capitec Bank brand I apply the motto – don’t think like other marketers.  There are many marketing offers coming through one’s inbox and marketing articles and seminars preach more of the same.  Our success lies in cutting through the clutter.  We are however fortunate to work on a brand that allows free thinking outside the banking category box.”

Jennifer Coetzee – Manager: Direct & Relationship Marketing

“Our aim is, simply, to give clients control over their money management. We show them what their banking costs them and how they can improve on this – e.g. how to save on bank fees. All the while, we test the service experience we create for our clients.”

Sbusiso Kumalo – Head: Channel Marketing

“Capitec’s CSI programme focuses on three main areas of support: high school education, donations and financial literacy. The bank’s support includes giving financial assistance in the form of bursaries and donations, presenting financial skills programmes to schools and communities, as well as building mutually beneficial relationships with these recipients to gain better insight and understanding of their areas of need and the impact of our CSI activities. We ensure that the resources we give reach the recipient and don’t get used up in administration.”

Charl Nel – Head: Strategic Communications (Marketing & Corporate Affairs)

“I consulted to Capitec in 2008 and my project was focussing on establishing the in-house studio and the new brand ID and brand positioning. In 2009 I joined the marketing team and really experienced first-hand what the difference is between brands that take control of their brand strategy in house versus brands that have abdicated from this responsibility and allow agencies to do their brand strategy.  I believe that it is this difference in approach that delivers the results we experience in the market.”

Russell Petrie – Creative Head: Capitec Bank Design Studio

“The studio is a vibrant, handpicked team of multitalented specialists who work closely with Marketing to create direct, fresh and relevant communication. We’re hands-on and do whatever it takes to finish briefs while having a laugh. That’s just how we roll.”

Reprinted from the February 2012 edition of AdVantage magazine.