BNP PARIBAS
Positioning a market leader on a frontier issue (the Euro)

Paul Donkersley was commissioned on a three-month contract to run a special project for French bank BNP Paribas (then Banque Paribas) ahead of the conversion to the Euro by member states of the EU.

To position the Securities Services division of Banque Paribas as the market leader and to convince existing and potential clients that the Bank was the best placed of all to help them manage the transition to settlement in the new single European currency.

Produced a major benchmark marketing publication, and subsequent client communications, that explained clearly the changes involved and how the services relied upon by investment banks, brokers and companies would operate under the new Euro environment. 'Euro Countdown' was very highly acclaimed by clients, many of which wrote in to say so, describing it as the best and most helpful business publication they had seen! It contributed to a big increase in business for Banque Paribas with the introduction of the Euro and established the bank as a clear market leader.