Amundi
Trust has to be earned
Le projet
Background
In 2009, Crédit Agricole and Société Générale merged their asset management businesses with the aim of creating a major new international brand. In the wake of the global financial crisis that hit the asset-management sector particularly hard, the new brand sought to lay the foundations for a new relationship and a new vision of its expertise.
Insight
Trust is hard to earn following a major financial crisis. Trust is acquired and nurtured with real-life proof.
Idea
Trust has to be earned.
A territory of expression built on a cornerstone value: trust. Rolled out internationally across all communication means, both corporate and product, and all media.
