Bizart had been observing, collaborating with and following ADA over the last six years, when a need for a deeper reflection in terms of strategic communication started to be voiced at joint meetings. A deeper reflection on how to control, strengthen and confirm ADA’s position as the leader in MicroFinance not only in Luxembourg but in the Greater Region and among other MicroFinance players both in the North and in the South, was initiated at the beginning of 2009.