BNP Paribas Asset Management launches advertising campaign to support growth strategy
To support its 2020 strategic plan and its rebranding that took effect on 1 June, BNP Paribas Asset Management (BNPP AM) has confirmed its positioning and growth ambitions through an international advertising campaign based significantly on digital media.
BNP Paribas Asset Management is the investment management arm of the BNP Paribas Group. With EUR 580 billion of assets under management and advisory (as at 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.
The campaign reinforces the positioning of the BNP Paribas Asset Management brand, with the slogan “Investing means the world to us” reflecting the way that BNPP AM guides and assists its clients globally in meeting their investment objectives. The slogan also acknowledges BNPP AM’s long-term focus on sustainable and responsible investment.
The campaign will be in two stages. The first multi-channel phase (including digital display, mobile and social networks, press and TV) began on 22 June. As well as a pan-European component, the campaign will also target specific countries outside France where increasing brand recognition is key, including Germany, Italy and the Netherlands, as well as Hong Kong and Singapore. The second phase will begin after the summer and will use digital media and social networks.
Marianne Huvé-Allard, Head of Brand and Communication at BNP Paribas Asset Management, comments:
“This advertising campaign is a wonderful opportunity to publicly declare our positioning and ambitious growth objectives. It allows us to widen the recognition and impact of our brand name alongside the expansion of our business, as well as to engage with our stakeholders and reinforce our employer brand.”