ABN AMRO's new brand promise: We are there for every new beginning

'For every new beginning': ABN AMRO launches campaign to present its new identity.

Optimism, belief, excitement and even some nerves: these universal emotions are at the heart of ABN AMRO's new brand campaign. Launched today, with its new payoff 'For every new beginning', it presents the world with ABN AMRO's new identity: a promise, wrapped in a new and attractive house style, to be ready to help people with new beginnings. To back up that promise, more than 3500 of its people have been trained to make the bank's expertise more personal. The first communications using ABN AMRO's new brand positioning will appear on the radio, on the television and online on 4 March.

A positioning that builds on ABN AMRO's DNA

'For the past 200 years, we've always been an enterprising bank with a wealth of expertise,' explains ABN AMRO's Director of Brand, Marketing & Communications Patrick Kuijsters. 'It's in our DNA. The new campaign is designed to evoke the excitement of 'beginning'. The drive that underlies that feeling is at the heart of our new positioning. ABN AMRO's DNA is now reflected even more closely in our brand's appearance and how we operate. We put our clients' mindset and the challenges facing them first, and promise to be ready, with all our expertise, in whatever way suits them best. We want to show that it doesn't matter who you are, or where you're from: we're ready to support your new beginning.'

For every new beginning

For every new beginning

Beginnings, big and small, are a feature of every person's life, and the most important ones often involve financial decisions. We might start a new study, for example, or begin as a homeowner. We then begin to remodel that house, or make it more sustainable. We start a family, and in the meantime start our second, third or fourth job. We begin to set aside money for the future, so that we can start a new hobby or begin travelling the world, or start our retirement sooner. Sometimes we need to start over: for example after a divorce or a bankruptcy. Even so, we get back on our feet and start anew. One thing is certain: whatever the people of the Netherlands want to begin to do, ABN AMRO is ready to help.

Expertise and an enterprising spirit

ABN AMRO will make good on its promise to support these beginnings, big or small, by drawing on its understanding of finances. 'ABN AMRO is known for its expertise and enterprising spirit,' Kuijsters continues. 'We want to show that we'll use these two qualities to help people begin. To give you an idea: we've come up with more than fifty life events when both individuals and businesses begin something new. From opening their first bank account to selling the business. From taking out a student loan to wealth transfer. From the very young to the very old. We'll make sure that all our clients will be able to find us at these beginnings - and that with our help they'll be able to truly take a step forward. More than 3500 of our people have already received training in the new way of working that this involves.'

ABN AMRO's new identity

ABN AMRO will present its new identity on 4 March, when the first campaign, created together with its new agency ACE, is launched. The bank will switch to its updated house style, and the Netherlands will be introduced to the new theme that will be consistently present in everything the bank does from now on. After the new payoff 'For every new beginning' is introduced, subsequent campaigns will focus on specific life events and beginnings.

Author

Jarco de Swart

Sr Press Officer Corporate Affairs, Finance, Legal and Sustainability

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