BNP Paribas Asset Management launches an ad campaign to back its strategy
As part of its 2020 strategic plan and its rebranding that became effective on 1 June, BNP Paribas Asset Management (BNPP AM) unveils its positioning and affirms its ambitions through an international advertising campaign based significantly on digital media.
BNP Paribas Asset Management is the asset management arm of the BNP Paribas Group. With 580 billion euros in assets under management or advisory as of 31 March 2017, BNPP AM offers a full range of high-value-added investment solutions for retail clients, companies and institutional investors in 75 countries.
This ad campaign reflects the positioning of the BNP Paribas Asset Management brand. Its slogan “Investing means the world to us” reflects the way BNPP AM guides and assists its clients in meeting their objectives.
The media plan is unfolding in two stages. The first multi-channel (digital display, mobile and social networks, press and TV) began on 22 June and includes, in addition to a pan-European pillar, an activation in countries other than France where expanding the company’s brand recognition is crucial, i.e., Germany, Italy, and the Netherlands, as well as Hong Kong and Singapore. A second stage will take over after summer and will also use digital media and social networks.
Marianne Huvé-Allard, Head of Brand and Communication for BNP Paribas Asset Management said: “This ad campaign is a wonderful opportunity to state our ambitious positioning our growth objectives publically. It allows us to expand the recognition and impact of our brand name to go with the boom in our businesses, but also to engage with our stakeholders and reinforce our employer brand.”
Go here for the ad campaign’s visuals www.bnpparibas-am.com
DIGITAL
CREATIVE AGENCY:
TBWA Corporate
MEDIA AGENCY:
Havas Media
About BNP Paribas Asset Management
BNP Paribas Asset Management (‘BNPP AM’) is the investment arm of BNP Paribas, a leading banking group in Europe with international reach. BNPP AM aims to generate long-term sustainable returns for its clients, based on a sustainability-driven approach. BNPP AM’s investment capabilities are focused around five key strategies: High Conviction Strategies, Private Assets, Multi-Asset and Systematic & Quantitative Investments (SQI), Emerging Markets and Liquidity Solutions, with investment processes incorporating quantitative and fundamental analysis.
Sustainability is core to BNPP AM’s strategy and investment philosophy. Among the leaders in thematic investment in Europe1, BNPP AM intends to contribute to the energy transition, environmental sustainability and the promotion of equality and inclusive growth globally. BNPP AM currently manages EUR 526 billion of assets (EUR 641 billion of assets under management and advisory) and benefits from the expertise of more than 500 investment professionals and around 400 client servicing specialists, serving individual, corporate and institutional clients in 68 countries.
Source: BNPP AM, as at 31 March 2023
1 Source: 2nd in Europe for active sustainable thematic strategies, according to BNP Paribas Asset Management analysis based on Morningstar data as at 31/12/2022.
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