Vítor Bento chooses slogan ‘New Bank. A good start ‘- Economic

Vítor Bento chooses slogan 'New Bank. A good start '- Economic

António Costa António Sarmento and

00:05

The institution will come up with an advertising campaign starting tomorrow. On Tuesday, the 26th, starts the renovation of balconies.

‘New Bank. A good start ‘. This is the signature of the communication campaign that the New Bank launches from tomorrow. According to the instructions of the regulator arising from the separation of the old BES into two banks, one ‘bad bank’ and a New Bank, the image has to change in two months.

In this framework, Vítor Bento will move forward with a campaign already in press and radio and in sequence, changing the image points, which still have the logo BES , and the other website. Responsibility for image and Novo Banco campaign is the responsibility of the agency BBDO, which has worked with BES . The communication campaign was carried out in record time. It took a week, with many meetings between the leaders of the New Bank and the advertising agency.

“The message I try to convey is trust, closeness and development. Often say that this is a New Bank with a long history. A good part should be preserved and cherished, “says the Economic one source involved in the ‘rebranding’ process.

As of Tuesday, the 26th, begins the renewal of 600 branches in the country. Since the change of international branches will be made later for logistical reasons. In this new creative concept will be in evidence decoration, the ‘merchandising’ and graphics support -. Enter the ticker into operation later

“This type of elements shows how complicated it is to make the renewal So. is being done gradually and involves a line of thought that is not closed, “adds the same source. . The hype about, about to get on the air, is inspired by the employees and customers

The transformation of the image of a bank requires a large team to work intensively: communication strategists, account managers , ‘designers’ creative, programmers, media planners and architects.
Trust was the watchword from the beginning. The message at the beginning of August (“Stronger and safer”) was the solution found for a brainstorming between the bank responsible. At the same time decided to send a briefing to the branch network, so that you pass to use the term New Bank or the person service to clients, whether by phone. The aim was to gain time to start a new era in the institution. The cut with the old image starts tomorrow.