Marketing Evolution: The Brand Ambassadors Era
In the relentless pursuit of a brand ambassador that aligns with the core values of hard work, acumen and women empowerment, Neway Megersa, the founding President of Siinqee Bank, discovered the perfect match—Olympic gold medalist Derartu Tulu.
"I knew she would be the perfect representation," he said.
According to Neway, her extraordinary journey seamlessly aligned with the strategic shift of Siinqee, which evolved from a microfinance institution. Derartu's brand, characterised by trust, passion and authenticity, played a transformative role, doubling Siinqee's appeal to a broader mar...