Professor Wendy Ngoma, Director and Head of School at Wits Business School, together with the WBS Alumni Relations Office, invite you to attend a Distinguished Lecture Series discussion with Bernice Samuels, Chief Marketing Officer at First National Bank and WBS Alumnus, on In 3D: Doing Different Things, Differently.

FNB's Chief Marketing Officer, Bernice Samuels, has made a great success of the position in the short time she has held it. Her journey from broadcasting to telecommunications and media to banking has had interesting turns and fascinating challenges.

Many South Africans are moving to First National Bank and it is all because of a new and different approach to marketing, integrated across a range of channels and platforms. Focused on getting other banks' customers to sit up and take notice, FNB has shown its softer side in emotional brand ads, unpacked its strong value proposition with the Steve radio campaign and supported this with hard hitting press insertions and an assault within the digital and social space. It is, undoubtedly, the most successful FNB and possibly local banking campaign ever, according to the effect it has had. The woman leading the team behind it, FNB's Chief Marketing Officer.

Bernice Samuels only moved into the banking world in June 2010. But, judging by her career to date, it didn't take her long to settle into something totally different, fast and make an impact.

This WBS Postgraduate Diploma in Management (PDM) and MBA Alumnus is a powerhouse – in the most elegant and happy package.

FNB was winner of the 2011 Pendoring Gold Award for their "Anthem" ad in the truly South African category. In 2012, FNB won a D&AD Award for commercial creativity for their "Dog" ad and more recently achieved the highest reputation score for a South African bank in the Global Reputation Pulse survey conducted by the Reputation Institute.