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CASE STUDIES - Banca Monte Paschi Belgio
Their Communication Need
With 113 billion euro in assets and 28,000 staff, the Monte dei Paschi di Siena Group (BMP) is one of the foremost Italian banking groups. It provides all forms of saving products, but focuses foremost on investment solutions. In 2001, they decided to accelerate the growth of their Belgian operations. The plan required customer-facing staff to more proficiently communicate with retail and corporate clients about the many BMP service offerings. To do this, they were going to have to have strong promotional literature.
For this BMP contacted Morris & Chapman.
The Business Communication Solution
MP's marketing department and Morris & Chapman worked together to develop the literature. The bank brought its in-depth product knowledge including features, benefits and advantages BMP had over their local and international competitors. Morris & Chapman brought their visual communication experience and their knowledge of the local Belgian consumer. Together material was developed that clearly illustrated the features and consumer benefits in a manner so that consumers could intellectually (and emotionally) see how the BMP offering was advantageous to them.
To develop the material, Morris & Chapman had to develop a visual theme for the Belgian operation that was in harmony with the central Banca MP "mother brand". Each page was keynoted by a definitive photograph that illustrated the main features of each of the many service offerings of the bank.
Results
After test runs and feedback from in-branch staff, the new 50 page "sales tool chest" was released to the appreciation of the customer-facing staff.
The Work
Annual Report (Condensed) - 2001
Other Client Work
Promotional Leaflet for Paschiweb - 2002
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