The Eastern Caribbean Central Bank (ECCB) is excited to announce that it has engaged
The Marketing Machine, a full-service marketing consultancy firm, as the principal
marketing agency for DCash, the digital version of the Eastern Caribbean (EC) Dollar.
The Marketing Machine which is Antigua and Barbuda-based was selected through a
competitive tendering process that began in April 2022 and saw participation from
several internationally recognised marketing firms from around the Caribbean and North
Speaking on the award, Karina A. Johnson, Project Manager of the DCash pilot project
noted, “Just as important as the security and robustness of the Cash technology is the ability to effectively engage with the ECCU public about how DCash can impact the lives and performance of the people and businesses of the region. With The Marketing Machine, we believe we have found an able
partner to drive this message with creativity and clarity.”
The Marketing Machine will devise and implement strategies to increase visibility of the DCash brand and drive the aggressive expansion of the DCash user network across the Eastern Caribbean Currency Union (ECCU). Its marketing activities, campaigns and strategies for DCash will focus on increasing public awareness, education and usage to expand the DCash ecosystem.
This marketing engagement follows the ECCB’s historic launch in March 2021 of the
DCash pilot. DCash is a pioneering digital currency that brings modern-day convenience to consumers and businesses across the ECCU. It has the potential to significantly enhance small business operations in the region and create opportunities for everyone to
participate in the digital economy. The DCash app gives users a safer, faster, and cheaper
option of paying for goods and services or for sending funds to friends, family, or anyone
with a DCash wallet.
“DCash is an amazing innovation for the people of our region, and we at The
Marketing Machine are extremely proud to have won the bid for this
important project.” CEO of the Marketing Machine, Chalita Rose said.
Mr. Rose added: “With our hands-on acquisition approach, our engagement
with the ECCB will impact the growth of DCash. The Marketing Machine team
will leverage its unique talents, network and proven creative initiatives in
bringing the desired results to the ECCB’s efforts in putting the convenience,
speed and safety of DCash in the hands of the people of the region.”
DCash is now being piloted in all eight ECCU countries: Anguilla, Antigua and Barbuda,
the Commonwealth of Dominica, Grenada, Montserrat, Saint Christopher (St. Kitts) and
Nevis, Saint Lucia, and Saint Vincent and the Grenadines. More information on DCash is
available on its website www.dcashec.com.
DCash is the digital version of the Eastern Caribbean currency. It is minted and issued
solely by the ECCB and distributed by licensed banks and non-bank financial institutions
in the Eastern Caribbean Currency Union. The ECCB launched the DCash pilot on 31
March 2021. The Central Banking FinTech and RegTech Global Awards recognised DCash
in 2021 with its CBDC Infrastructure Award.
About the Marketing Machine
The Marketing Machine is an Antigua and Barbuda-based internationally recognised
agency with a suite of expert and professional services that distinguishes it as an industry
leader in the execution of communication strategies and marketing of full-service events.
The company’s track record is solidly built on 16 years of experience and an outstanding
reputation for providing unique, innovative, and trailblazing services to various
companies across the Caribbean region and globally. More information on Marketing
Machine can be found at www.mmantigua.com