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BNP Paribas launches a worldwide advertising campaign for its Corporate and Investment Banking core business.

“Embrace the Future”, A campaign that brings the future closer.

BNP Paribas is launching a worldwide advertising campaign for its Corporate and investment Banking core business (CIB). The ads will be placed in travel spots such as airports and train stations of the world's major financial centres and in the financial press on all five continents.

This campaign reflects BNP Paribas' ambitions for its corporate banking core business, which now employs 14,000 staff worldwide and accounts for around one-third of the group's global revenues. Year after year, BNP Paribas has affirmed its position as a European and global leader in the majority of corporate and investment banking businesses serving both corporate and institutional clients.

The underlying theme chosen is BNP Paribas' ability to assist companies and institutions with solutions for the future: “Embrace the Future”. Innovation together with expertise represents the key demand of clients. Innovation underpins all CIB businesses: capital markets, financing solutions, advisory and derivatives. For example, half of the revenues of BNP Paribas' derivatives business is based on structured products that did not even exist 5 years ago.

Paradoxically, advertising campaigns for such businesses are often very conventional. BNP Paribas decided to stand out and highlight its pioneering spirit by being the first bank to adopt a modern theme reflecting innovation, a reality of its businesses. The campaign's novelty is also expressed via the elegant and international surroundings. The advertisements were produced by the agency BETC Euro RSCG.

Jacques d'Estais, Head of Corporate and Investment Banking core business at BNP Paribas, explained: “Bringing together our entire offer, being open and accessible to our clients' needs, so that our clients can be secure in their future, these are the themes that we sought to convey in this campaign.”

About BNP Paribas
BNP Paribas ( is a European leader in banking and financial services, and ranks among the world's top 15 banks, and number one in the Euro zone, by market capitalization. It has around 140 000 employees, 110 000 of whom are based in Europe. The group occupies leading positions in three significant fields of activity: Corporate and Investment Banking, Asset Management & Services and Retail Banking. It is present in 85 countries and has a strong presence in all the key financial centres. Present throughout Europe, in all its business lines, France and Italy are its two domestic markets in retail banking. BNP Paribas enjoys a significant and growing presence in the United States and leading positions in Asia and in emerging markets.