Fortis launches 'Life is a curve' campaign

Fortis will launch on 16 June its first fully integrated advertising campaign. The 'Life is a curve' campaign encourages people to think about their financial needs today and plan for tomorrow, with the help of a trusted partner such as Fortis. It brings together for the first time all Fortis businesses and international activities under one brand concept, reflecting the company's growth and ambition as one of Europe's most dynamic and sustainable financial services companies.

The new advertising campaign establishes Fortis's core belief that change is both a challenge and an opportunity - the key is not just to follow trends as if they were fate but to stop, think and evaluate options, then act to maximise outcomes in any financial environment.

"That is the role of Fortis," says Adrian Martorana, General Manager Global Branding & Communications of Fortis. "We see ourselves as partners, helping our customers achieve their own financial goals - ultimately 'getting them there'. We carried out extensive global research over 12 months to make sure our message was relevant in today's environment. What consumers told us time and again was positive - they don't want empty promises from financial services brands, they want expertise and partnership and that's what Fortis delivers."

Through its expression 'Here today. Where tomorrow?' the campaign is anchored in the concept of financial empowerment and demonstrates that Fortis always strives to exceed customers' needs and expectations and to guide them through life's ups and downs.

The campaign will be implemented with the help of the global communications company Grey Group EMEA, which was awarded the contract as Fortis's global network advertising agency in October 2007, following a six-month pitch process.

Carolyn Carter, President and CEO, Grey Group Europe, Middle East & Africa, comments: "Grey is delighted to partner with Fortis as it charts its next era of growth. The Fortis brand is in a new position of strength and our campaign delivers the company's core values in a way that's right for the times."

The campaign will be rolled out in Belgium and the Netherlands as of 16 June, through media including TV, digital, print, in-branch, cinema, radio, outdoor and ambient. Fortis plans to back the new brand campaign with a series of products and services. 16 June will also see the launch of the campaign in selected pan-European business media. It will then be adapted to all Fortis business lines and will roll out across other countries where Fortis is active from autumn 2008.

Fortis is an international provider of banking and insurance services to personal, business and institutional customers. We deliver a total package of financial products and services through our own high-performance channels and via intermediaries and other partners. Fortis ranks among Europe's top 20 financial institutions, with a market capitalisation of EUR 34.6 billion (31/05/2008). Together with ABN AMRO, we have a presence in over 50 countries and a dedicated, professional workforce of more than 85,000. All this makes us a leader in financial services in Europe, a top 3 private banker and a top tier asset manager. More information is available at www.fortis.com .

Grey Group's European network, Grey EMEA, covers 80 cities in 59 markets with over 5,300 employees and is the group's largest operating region. It is the only network to win the EACA Agency Network of the Year Euro Effie in three successive years (2005, 2006, and 2007). Grey Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ: WPPGY). Grey Group's total offer includes Grey, advertising; G2, activation marketing; GHG, healthcare communications; MediaCom, media planning and buying and GCI Group, public relations.

Fortis Press contacts:

Brussels:        32 (0) 2 565 35 84
Utrecht:         31 (0)30 226 32 19

Grey Press contacts:

Sarah Hazell:    44 (0)203 037 3506      44 (0)7900 227 200

pdf version of the press release: http://hugin.info/134212/R/1227780/260222.pdf

Illustration: http://hugin.info/134212/R/1227780/260226.jpg