Absa, “Let’s Write This Story Together”

Absa’s “Let’s Write This Story Together” internal campaign, launching their “Your story matters” brand positioning, was the standout winner of the 2025 Excellence in Internal Marketing award.

Understanding that the successful delivery of their new brand expression hinged on genuine internal adoption, Absa prioritised building it from the inside out. Authentic involvement across the entire organisation was paramount, with senior leaders actively embracing the messaging of the human-centred direction.

Judges praised the well-executed, phased initiative that used a strategic mix of channels to encourage employees to share their personal stories. The campaign deftly navigated brand evolution, fostered ambassadorship, and achieved great engagement results, laying a solid foundation for delivering on their new brand promise.

Well done to the Absa Team and their partners Avatar and Have You Heard!