The African Trade Insurance Agency (ATI) said it is currently insuring 1 to 2 per cent of the Gross Domestic Product (GDP) of its member countries and it’s expecting to facilitate US$2 billion of additional investments to the continent in the next 12 to 24 months.
ATI is also embarking on a rebrand exercise with the goal of obtaining an identity that provides a better fit to its growing stature as the largest provider of investment and trade credit insurance on the continent. The rebrand is expected to begin roll-out in mid-2021.
The statement by the Agency said the process will align ATI’s brand and business strategy, refresh its brand identity and grow its reputation, presence and visibility in the market, with the ultimate goal of accelerating ATI’s impact on Africa’s development.
It stated that BrandComms, a UK-based African-centric agency, has been contracted to undertake the rebranding exercise with ATI’s communications department taking the lead, adding that the team plans to interview stakeholders and solicit feedback through an on-line survey in order to include as many perspectives as possible in the interest of developing a brand that speaks to the needs of ATI’s stakeholders.
“Specifically, the new brand will support ATI’s refocused business strategy to grow the business through organic growth and innovation, underscored by three key focus areas: Bigger through more business volume, extended geographic reach and increased visibility; Better by mobilizing more resources, training and developing staff, increased efficiency, and; More relevant by increasing access to and lowering the cost of financing for Governments and investors in Africa and closer engagement with member countries.
