BNP Paribas launched a new expat banking brand in 2010, “The Bank for Expats”. Expat Marketing talked to Adel Nabhan, Marketing, Communication and Strategy Director at BNP Paribas Personal Investors (formerly Cortal Consors Luxembourg), about lessons from the campaign and his plans for the coming months.
Adel, you had been working with expats through BNP Paribas for years. Why did you launch a new expat brand last year?