The TV, print, outdoor and digital push will roll out across all international markets, with the exception of France, where BNP Paribas claims it enjoys "99%" brand awareness. It will be launching a separate retail banking campaign.
The campaign will be based around the bank’s slogan ‘Keep reaching’, which aims to convey that the brand provides customers with "encouragement and support in their everyday lives", enabling them to "achieve their goals". Ads break this month and run throughout 2011.
BNP Paribas, ranked as the largest global banking group in the world, said it needs to increase its marketing activity to a level comparable with other major banks. It will also enforce a new visual identity standard to bring greater consistency to the brand.
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