Razor aims to support FNB across its retail and commercial banking segments as it advances an approach away from a more traditional media-relations and output-driven model toward one focused on engaging consumersdirectly through content and storytelling, says the agency.

In this Razor will support FNB in the development and execution of its corporate and brand narratives — including integrated earned-media campaigns, stakeholder engagement and reputation strategy across its complete retail and commercial operations, adds the agency.

"In a world where consumers face thousands of messages daily, we can no longer just broadcast and hope to make an impact," says Jacqui O'Sullivan, Corporate AKairs Executive of FNB. "This change is about radical simplicity and clarity, two fundamental points of culture alignment between Razor and FNB. Razor was chosen for its proven ability to deliver high-impact storytelling and measurable business value."

"With a deep track record in doing things diKerently, Razor was selected for its proven ability to deliver high-impact storytelling and measurable business value. We felt that its fresh energy, new approach to reputation management and strong creative capability would create the right blend of skills for what it is we are doing as a broader communications team in the bank," she adds.

"Building trust is critical in today’s fractured, high-risk world, especially for an institution like FNB that plays a vital role in society. We are thrilled to partner with FNB in its brand and reputation journey," says Dustin Chick, CEO of Razor PR.

"How we contribute to society goes beyond products; it’s about how we build up individuals, businesses and the communities within which we ioerate. That requires a change in how we communicate, and it must always start with the customer in mind," concludes O'Sullivan.

For more information, visit www.razorpr.co.za. You can also follow Razor PR on LinkedIn.

*Image courtesy of contributor