De bank anno nu

The Challenge

In 2010 we were asked to develop a new brand idea for ABN AMRO. In the space of a few years, the image of the bank had changed from one of the leading banks to one of the causers of the financial crisis. How could the brand navigate the company through those rough times?


We developed a Guiding Idea that connected the good things from the past to the necessary changes the bank had to make: ‘ABN AMRO. De bank anno nu’. A Guiding Idea that incorporates both continuity and change. A theme that guided the bank in its search for new business propositions such as ‘Sparen anno nu’, ‘Verzekeren anno nu’ and ‘Financieren anno nu’.


  • ABN AMRO Financieringskompas


Between 2010 and 2014, we were able to navigate the brand into calmer waters. First by making the bank eligible to rejoin the major league of banking by talking about the ‘anno nu’ changes the bank had made. Followed by a new period of differentiation of the bank in the Dutch market. ‘De bank anno nu’ enabled us to build a consistent campaign over time, while changing the perspective from a view of the bank to a firm focus on the customer. And helped the bank to talk again about its real intrinsic values: helping ambitious customers move forward.

Want to know more about this project?

Contact Gijs de Bruijn
Strategy Director
+ 31 (0)20 523 91 91