Creating Opportunities is the BBVA Group’s new tagline. After a decade, ‘Adelante’ is giving way to a new tagline that fits with the bank’s new purpose: To bring the age of opportunity to everyone. In this interview, Carlos Ricardo, the BBVA Group’s Marketing Director and Brand Director Carlos Pérez Beruete explain the process that led to the new tagline.
"Years ago, Adelante invited society to move forward and get to know the new world. Creating Opportunities is a tagline that invites people and companies to pursue and identify the opportunities this era brings", Carlos Ricardo explains.
According to Carlos Pérez Beruete, "the tagline is one more component that will help us communicate everything BBVA is doing. But it is not alone. It comes with an updated image, identity, sound and value proposition that will allow us to better capture what society is currently demanding companies to be. 2017 will be the year that consumers clearly see how the bank has been transforming in recent years through new products, experiences and services. We want to reinforce this change in our brand and in our communications with a new identity, tagline and new messages that will help us make BBVA’s profound transformation more visible", he adds.