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A corporate brochure for a diverse audience

Unearthing common ground messaging

Corporate brochure writing, BNP Paribas
The client

BNP Paribas.  

The challenge

The Wealth Management division of this major international banking group wanted a brochure that described their services in a way that appealed to the diverse requirements of all their clients. The difficulty being their requirements differed considerably. Billionaire entrepreneurs tended to turn to their private bank for corporate finance while ‘old money’ families were more likely to be interested in wealth protection and inheritance strategies. We needed to interview key personnel from different territories to develop the correct messaging, and then capture it within an existing brochure template. 

The solution

we unearthed common ground messaging without diluting the particular expertise each client type demanded. And we wrote it in a refined, sophisticated and client-centred tone of voice. 

The writing

Fulfilling your dreams and pursuing your passions

We expect to be judged by future generations on the decisions we made ten, twenty or even fifty years before. That is ultimately what successful wealth management means: meeting the test of time.

The results

The different regional divisions approved the text and it is now being browsed by high net worth individuals the world over. 

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Client: BNP Paribas

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