There was no one change of Agency in a year

It is here to help. "This signature of the advertising campaigns of Société Générale, whose the last scene of"real clients", reacted Olivier Aubert, co-founder of the Asap Agency, which advises others Credit Agricole. For him, this kind of discourse mixture indeed infantilization and false empathy: "stop saying that you like us and offer us interesting products", said. The worst economic crisis since the crash of 1929, French banks have opted for a minimum communication strategy, focusing on their first vocation, to lend money. LCL communicates on its mortgages, BNP Paribas will do on its credit offers, the CIC focuses on his telephone package. A discretion which does not really meet the expectations of a society which has clearly designated banks as cause of the crisis (1). Evidence of this disenchantment, incivility (insults, name-calling, and other threats) increased by 24 in 2008 from 2007 according to "The Parisian" (2).

Between a "credit crunch" denounced by individuals and businesses, and pay six figures that continue to collect some senior leaders despite the reminders of policy, everyone shouts haro on the banker. But, this serious deterioration of the image seems too much to disrupt major banking networks communication officials. "France, banks continue to work normally, which is not the case in all countries." "And if their overall image has suffered, that people have their own banker is good," thus considers Antoine Sire, head of communication of BNP Paribas.

Even speech in Hughes Le Bret, his counterpart at Société Générale: "what structure the image, it is the relationship with customers, the experience." The goal of our campaign, it is to pick up to the reality of the field. "The latest client survey of March, which gives a score of satisfaction of 8 out of 10 financial advisors of Société Générale, supports this analysis.

This dichotomy between two typologies of bankers, executives and traders on the one hand, local agencies on the other, is real, according to Pascale Moulevrier, sociologist at the University of Nantes, working since 2004 on reports in money and banks. "I think that there is a gap between the information of the World Bank and the interpersonal relationship is with his banker." "I observed no more customers who shout on their banker than before", reflects the latter.

Strong image of preserved nearby, banks have no intention of making their mea culpa. No media campaign is planned by the French Banking Federation (FBF), which comprises 450 institutions. But governing bodies have long hesitated before taking institutional floor hypothesis, before finally deciding not to say anything.

As if nothing had

"There has been much debate between us." But it was eventually thought that the subject was too serious to sort with a single advertising campaign. "It seemed that the conditions of reception of this message were not yet met", analysis Valérie Ohannessian, Deputy Director of the FBF.

Silent as inaudible, banks have chosen to continue as if nothing had, being denounced by advertisers. "The deafening silence banks on their vision of the crisis and their willingness to make out the economy by making their trades otherwise will become more tenable", said Olivier Aubert. Benoît Devarrieux, co-Chair of the H Agency, note, him, that if the banks are recovering to communicate, they do with the same leaders and the same agencies. "There was no one change of Agency in a year." There was no question on the validity of the choice of banking communication. Nothing has changed.

For having participated in the relief of the image of Crédit Lyonnais, the discloser is actively consulted by banks seeking to regain their bearings. But, he said, no important facility would today dare resume his profession of faith of the Lyonnais, old fifteen years already, but news still: "your bank you must accounts."