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FINANCE PUBLIC RELATIONS:
BNP Paribas Private Bank Belgium

Briefing
Tradition : For more than a century, BNP Paribas Private Bank has been putting its knowledge and experience in financial management and patrimonial organization at the service of renowned families of entrepreneurs and private investors. The privileged relations that were built up for different generations and across economical cycles have lasted ever since. Because of the trust clients have put in the bank, BNP Paribas Banque Privée now administers over a 100 billion Euros worldwide. At the start of its activities as a Private Bank in Belgium (May 15, 2001), BNP Paribas was looking for an agency that could work out its relations with the Belgian media.

Strategy / Concept
Aptitudes had to compete with two other PR agencies, one being part of the world's biggest network of PR and communication agencies. This international company has no less than 50 people working in its Brussels' offices. The second agency Aptitudes had to compete with also has offices in Brussels. It is specialised in corporate and financial communication and has an excellent reputation. Thanks to its flexibility and the interesting quality/price relation due to its small structure, thanks to its experience and its creative approach, Aptitudes managed to convince the Belgian and French staff members of one of the biggest private banks in Europe.

Realisation
A detailed analysis of their communication needs followed by a quick and targeted action: realisation of a press file (in French and in Dutch), organisation of a press conference in a prestigious Brussels Hotel, translation and follow-up of the production of a presentation pamphlet, media training and coaching, interview management and quality advice in media planning.

Result
After six months of activity, the BNP Paribas Private Bank Belgium has had several articles in the press, and its short-term objectives have all been surpassed (as well in terms of clients as in terms of media visibility).
After you have had a look at http://banqueprivee.bnpparibas.com, you can contact serge.dielens@Aptitudes.be for further information.