Reconstruction and prosperity: "Les Trente Glorieuses"

1973-1993 Banque Nationale de Paris

BNP ad from 1973.

"BNP likes to talk money"

In the spring of 1973 a series of radio, TV and print ads featured a man with a knowing smile who confessed to French consumers "To tell you the truth, I'm interested in your money." The BNP campaign targeted members of the general public who did not already have a bank account, with the aim of transforming banking services into a mass-market product.

This advertising campaign focused on the idea of partnership and interests shared by the banker and the customer. It was launched during a period of overall growth in the banking sector and rapid expansion of financial services: in eight years, the number of accounts opened with BNP more than doubled, jumping from two million in 1966 to 4.5 million in 1974.

BNP continued to spread across the world. In Europe, it joined forces with seven other financial institutions, including Dresdner Bank, to create the banking club ABECOR. In 1979, under the guidance of Jacques Calvet, it reinforced its presence in North America by acquiring the Bank of the West, which merged with BNP's subsidiary French Bank of California.

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