Access Bank is the inaugural sponsor of CNN’s newest programme, Africa Avant-Garde, which will tell
stories across CNN’s TV and digital platforms about contemporary African
culture.
This sponsorship marks five years of CNN International Commercial’s
(CNNIC) partnership with Access Bank, with this new campaign demonstrating the
rich and vibrant arts across the continent. The introduction of Africa Avant-Garde adds to CNN
International’s unique offering of shows dedicated to African business and
culture – CNN Marketplace Africa, African Voices and Inside Africa.
This week sees the first content go live on CNN Style’s special Africa
Avant-Garde page, accompanied by exclusive Access Bank branding, and featuring
multimedia stories about the innovative designers, talented artists and those
driving creativity in Africa, such as Laetitia Ky and Stephen Tayo. The debut Africa Avant-Garde programme,
broadcasting in March, will focus on contemporary African art and will feature
El Anatsui, Yinka Shonibare and Kehinde Wiley, among others. The series will
also cover African music, film and fashion plus interviews with cultural
figureheads. Airing quarterly on CNN International, the 30-minute TV shows will
open and close with Access Bank graphics.
Reaching affluent audiences across the globe, the campaign will also be
amplified across social media using Turner’s Launchpad capabilities to create
awareness about Africa and its culture with a mind to changing the narrative.
Cathy Ibal, VP, CNNIC said: “We are delighted to build on our
relationship with Access Bank by launching this new series to showcase the
stunning talent and creativity throughout Africa. The multiplatform campaign,
with a focus on storytelling and precise targeting, will ensure that CNN’s
global audience will be engaged with Access Bank as they learn more about the
exciting arts in Africa.”
Access Bank’s Group Managing Director and CEO, Herbert Wigwe said, “At
Access Bank, we have always been committed to driving innovation, supporting
African creative talents, and retelling the African story. We are excited to
partner with a global media house to let the world know that there is so much
to celebrate in Africa. This partnership is one of the ways we demonstrate our
commitment and resolve towards changing the narrative and we are confident it
will be a huge success.”