The unprecedented success if Citibank, following its entry into
Nigeria, particularly in the period when other banks were less than
success, attracted enormous pressure on the bank to "justify"bits results
and to cut an image of a good corporate citizen in the community.
The general feeling of the banks management was that any form of
corporate advertising which attempted to explain the bank's success
would draw more than necessary attention to the bank.
The task before ATL was therefore to evolve a sustainable community
related activity which would posotively impact on the public and offer
opportunity for NIB to provide some benefits to ots wider audience
We are proud that the bank adopted one of ATL's proposals for the
annual sponsorship of the stage presentation of Nigerian plays. The
agency successfully ran most of the
enormously popular annual events between 1990 and 1998.
This unique stage initiative earned Citibank an enviable position as a
pioneer and major contributor to the development of Nigeria arts and
Each year during the community related campaign, proceeds from
gate takings were matched in cash by the bank and donated to charity.
The agency was privilaged to work with NIB in planning and staging
the productions; from recommending and selecting plays, developing
and producing the advertising and promotional materials and
implementing the programme which has gained enormous goodwill
for NIB in Nigeria.