BNP Paribas AM


How do you follow a highly successful, award-winning global content campaign? With a bigger and better idea, of course. One that talks to sophisticated institutional and wholesale audiences in multiple languages and markets, and flexes across the whole marketing mix to deliver engaging, insightful and relevant content on sector defining themes. It would need to work even harder too, giving access to BNP Paribas AM’s strategies, funds and products while supporting the firm’s positioning as ‘The sustainable investor for a changing world’.


We created an authoritative and imaginative content persona that draws on the diverse backgrounds and expertise of the BNP Paribas AM team. In an evolution of the successful previous campaign ‘Investigator’, we celebrate how in times of structural change the firm’s approach means ‘combining perspectives, creating opportunities’. With a distinctive, fresh look based around the BNP Paribas green square, a collage style brings together diverse visual elements that reflect the three key themes – a secure world, a transitioning world and an optimised world. From strategy, design, comms plan and creative – including editorial content – the campaign was conceived and delivered by AML.